In June, a new law went into effect in New York state that requires companies to disclose when they use AI-generated models or actors in advertisements. And now, just a few months after it went into effect, the state is seeing its first complaints reporting advertisers for allegedly running afoul of the law.In total, four complaints have been filed since the law went into effect, the New York attorney general's office told Mashable. All four are currently under review by the AG.New York's Synthetic Performers law is the first of its kind in the United States, and with growing anti-AI sentiment, it likely won't be the last. In fact, companies that use AI actors or influencers to promote products without disclosure could also be violating federal law, though the Trump administration has so far taken a hands-off approach to AI regulation.
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The first two anonymous complaints under the New York law, which accuse two companies of using synthetic models or performers in their ads without disclosure, were recently obtained and published by Straight Arrow News. The first complaint alleges that "premium performance wear brand" Athletifreak used AI-generated models when promoting the clothing company's products. The complaint includes numerous screenshots taken from Athletifreak's website.
