Pennsylvania will require labels on ads created or significantly altered by SI: the governor signed the law, which takes effect in 60 days
Prepared by Sintelligent with the help of SI. Published in SI: . Updated: .
Pennsylvania is one of the first states where SI ads will have to be labeled, but the boundaries of the requirement remain blurry.
On Thursday, Governor Josh Shapiro signed a law on deceptive advertising involving SI (SB 806): an ad — image, video, audio or text — that is "significantly modified or generated by SI" must carry a label in the same format as the ad itself. The law also covers spots made outside the state if they are shown in Pennsylvania; the bill's author, Senator Nick Pisciottano, says its aim is to protect consumers. Lawyers and commentators point to loopholes: The Verge notes that "significantly modified" is subjective, and that parody, satire, commentary, criticism and anything "evidently fictional" are exempt; the law firm Loeb & Loeb writes that, as worded, a label is needed only when the SI material gives the consumer a false impression of the goods or their origin, and that this criterion is unclear.
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