*California Gov. Gavin Newsom signs SB 1050 into law at a ceremony held at the headquarters of SAG-AFTRA, the performers union, earlier today.*

Sept. 16, 2026 — California Gov. Gavin Newsom today signed SB 1050, a new law that requires the explicit disclosure on any video or audio advertisement that uses AI-generated performers to sell a product or service.

California becomes the second state to require clear disclosure of the use of “synthetic” AI-generated performers in video or audio ads. New York’s synthetic performer disclosure law, which went into effect in June 2026, requires any ad that includes an AI-generated person to include a clear label disclosing the use of a synthetic performer.

The new California law also prohibits the continued use of any advertisement found to be in violation of the law.

Big win for Sen. Ashby and SAG-AFTRA

Today’s signing represents a big win for the bill’s author, Sen. Angelique Ashby (D-Sacramento), and the performers union SAG-AFTRA, who advocated for the legislation.

Speaking at a signing ceremony held outside SAG-AFTRA headquarters in Los Angeles, Gov. Newsom said:

“Californians deserve to know when the person selling them something isn’t a person at all. Here in California, we’re building on our nation-leading AI regulations and putting commonsense guardrails in place to protect consumers, performers, and promote stronger transparency. As AI transforms the entertainment industry, we’re protecting workers while ensuring California’s creative economy can continue to grow and thrive.”

Sen. Ashby, a leader on AI disclosure, deepfake, privacy, and labor issues in Sacramento, explained the importance of the new law:

“This bill provides important protections for the creative economy, who are the living heartbeat of California. The bill requires that synthetic figures be labeled as such, thus protecting consumers from false advertising and disallowing AI to replace real people—real people who work every day to bring stories and brands to life in the production of all entertainment across the great Golden State.”

SAG-AFTRA National Executive Director Duncan Crabtree-Ireland called the enactment of SB 1050 “an important step in the broader effort to protect consumers from deceptive AI practices, and to ensure that AI technology isn’t used at the expense of human creativity and consent.”