Gavin Newsom Signs AI Disclosure Law for Synthetic Performers

Governor Gavin Newsom signed a law on September 16, 2026, requiring advertisers to explicitly disclose the use of artificial intelligence-generated synthetic performers in audio or video advertisements. Drafted in part by the actors' union SAG-AFTRA, the legislation aims to prevent deceptive AI practices and protect human creativity following previous Hollywood strikes over AI replacement.

This action coincides with a broader push by the California State Legislature to regulate automated technology in the workplace. The legislature recently passed four additional bills targeting AI-driven surveillance and decision-making. These include SB 947, which requires human corroboration for AI-driven disciplinary actions, and SB 951, which mandates public disclosure when AI causes mass layoffs. Other measures include AB 1883, banning AI emotion recognition and neural data collection, and AB 1331, which prohibits surveillance tools in restrooms.

Newsom must sign or veto these remaining workplace bills by September 30, 2026. If enacted, most of these regulations will take effect on January 1, 2027, with SB 947 becoming operative on July 1, 2027. These state-level guardrails emerge as the federal government under President Donald Trump maintains a hands-off approach to technology regulation.