Governor Newsom signs new law to protect workers, require disclosures on AI-generated advertising
“I’m grateful to Governor Newsom for signing SB 1050. This bill provides important protections for the creative economy, who are the living heartbeat of California,” Senator Angelique Ashby (D-Sacramento). “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.”
“We thank Governor Newsom for signing SB 1050 and Senator Ashby for her leadership in authoring this important legislation,” said SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. “SAG-AFTRA was proud to help craft the language of the bill, which gives consumers greater transparency by making clear when they are seeing synthetics rather than human performers. This is 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.”
A synthetic performer is an AI-created digital figure, voice, or representation that often appears so realistic that its difficult to distinguish whether it is AI or an actual person. California is making sure that viewers can tell the difference.
Under Governor Newsom’s leadership, California has been a global leader in protecting actors and performers as AI-generated media transforms the entertainment industry.
This new legislation strengthens worker protections signed into law last year by Governor Newsom to help actors and performers protect their digital likenesses in audio and visual productions. These protections help ensure performers’ legal rights when negotiating the use of digital replicas and establish rules for recreating the likenesses of performers who have passed away.
In 2024, Governor Newsom signed the California AI Transparency Act, a landmark law that requires AI watermarking and directs companies to make AI-detection tools available and disclosers so people can assess whether content was created or altered by their AI systems. Last year, Governor Newsom strengthened the act by creating similar transparency requirements for large online platforms.
A b-roll package of the Governor signing SB 1050 can be downloaded here.
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