Pennsylvania Governor Josh Shapiro signed SB 806, the Artificial Intelligence Deceptive Advertising Act, on 22 October. The law requires a clear disclosure when an advertisement contains content created or altered with artificial intelligence that creates a false impression. The disclosure must appear in the same medium as the ad and from the first time it is shown. The law takes effect on 21 December 2026.

What it means: US states are each legislating on AI separately, and advertising rules are among the first areas because fake videos and synthetic voices are already used in misleading promotions, for example with well-known people who appear to endorse products. Pennsylvania's law focuses on the effect: it does not ban AI in advertising but requires a label when the content creates a false impression. For Greek businesses advertising in the US, such as e-shops, travel firms or app makers, this law adds to a fragmented landscape of state-by-state rules. In the EU, the AI Act sets transparency duties for deepfakes and synthetic content from August 2026, and Greek and EU unfair commercial practices law already bans misleading advertising regardless of the tool used to create it. The practical takeaway for marketing teams is to record when they use AI for images, video or voices, apply clear labels when content could be taken as real, and avoid using the image or voice of real people without written permission. These habits also protect a company's reputation.

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