California business owners are used to seeing new regulations arrive early and often. So, when New York quietly steps into that role on a new hot-button issue, California employers should pay very close attention.
What lands in Albany today may find its way to Sacramento tomorrow.
On December 11, 2025, New York Governor Kathy Hochul signed S.8420-A/A.8887-B — the AI Transparency in Advertising Act — into law. It takes effect June 9, 2026, making New York one of the first states in the country to directly regulate how artificial intelligence is used in advertising.
The law’s core requirement is straightforward: if a commercial advertisement uses a “synthetic performer” — an AI-generated humanlike figure that is not a real, identifiable person — the advertisement must include a clear disclosure that AI was used.
And the law extends to television commercials, digital advertising, social media campaigns, influencer marketing, and more.
New York may have blinked first. But California is watching.
Business owners who use AI in their advertising and marketing today are operating in a rapidly changing legal environment. The time to understand your obligations, review your vendor contracts, and build a clear disclosure practice is now — not when the next bill passes and businesses are given 90 days to comply.
At Koegle Law Group, we partner with California employers and business owners to provide practical legal guidance that supports compliance, informed decision-making, and long-term business stability. As technology changes, proactive planning can help leadership teams move forward with greater clarity and confidence.
Read the full article here: New York Just Blinked First on AI Advertising — California Employers, You’re Next
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This article was originally published by Koegle Law Group, proudly serving businesses in Santa Clarita and beyond. This communication may be considered advertising material under the rules of professional conduct governing lawyers in California.