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House approves bill requiring disclosure on AI-generated advertising
Summary
The Pennsylvania House approved House Bill 95 on final passage, requiring advertisers to disclose content that is generated or substantially modified by artificial intelligence; sponsor argued the change protects consumers amid rapidly advancing AI capabilities.
The Pennsylvania House on June 17 approved House Bill 95, a bill that would require clear and conspicuous disclosure when content or advertising has been generated or substantially modified by artificial intelligence.
Representative Paiele, the bill's sponsor, told colleagues the premise is simple: 'If it's AI, it has to say it's AI.' He argued that consumers need to know whether the content they see is human-authored and that disclosure should appear in the same medium as the content to help buyers make informed decisions. Paiele said the measure updates prior law and is not intended to ban AI; rather, it aims to reduce deception and protect purchasers.
The clerk recorded the final passage roll call with yeas 124 and nays 78. The bill, as passed by the House, will be presented to the Senate for consideration. The bill's text and any implementing regulations will determine what constitutes 'substantially modified' content and the form and prominence of required disclosures.
Supporters emphasized bipartisan negotiations with major technology stakeholders; the sponsor noted consultations with Microsoft, Google, the Motion Picture Association, and the attorney general's office. The bill's next steps are Senate consideration and any technical rulemaking or guidance if enacted into law.
