HARRISBURG, PA — Online shoppers in Pennsylvania could eventually be told when images, videos, or other marketing content were created using artificial intelligence under legislation advancing in the state House.
What This Means for You
- Businesses selling consumer goods could be required to disclose AI-generated content.
- Disclosures would need to be “clear and conspicuous” in the same format as the AI content.
- Supporters say the bill would help consumers identify fake or misleading material online.
State Rep. Chris Pielli, D-Chester, announced that House Bill 95 cleared the Pennsylvania House Communications and Technology Committee, moving the proposal one step closer to a full House vote.
The legislation would require disclosures when artificial intelligence-generated content is used in connection with the sale of consumer goods.
Artificial intelligence-generated content can include images, videos, audio, text, or other media created or significantly altered by computer systems rather than human creators.
Bill Aims to Address Consumer Confusion
Pielli said the measure is intended to help consumers determine whether content used in advertising or product promotion is authentic.
“The premise of this bill is simple. If it’s AI, it has to say it’s AI,” Pielli said. “People deserve to know if what they’re looking at is real or not when making purchases.”
Under the proposal, disclosures would need to appear clearly within the same medium as the AI-generated material. For example, an AI-generated image used in an online advertisement would require a visible disclosure alongside the image itself.
Pielli said the bill is also intended to reduce misinformation and deceptive practices involving AI-generated material.
“We also hope to curb possible misinformation by malicious authors who intentionally generate and spread this content with the goal of fooling the public,” he said.
Lawmaker Warns of Growing AI Influence
Pielli said the increasing sophistication of artificial intelligence technology has made it harder for consumers to determine whether content is genuine.
“Artificial intelligence is becoming a more prevalent component of our everyday lives,” Pielli said. “As AI becomes more sophisticated, it becomes more difficult to verify the author of material and content produced.”
He also questioned whether traditional consumer protection standards remain effective as AI-generated media becomes harder to distinguish from authentic photos, videos, and written content.
“The current law puts a responsibility on consumers with ‘Buyer Beware’ requirements,” Pielli said. “But how can a consumer fulfill that responsibility when they don’t know if what they are looking at is real or not?”
Previous Version Passed House
Pielli introduced a similar proposal during the 2023-24 legislative session as House Bill 1598.
That measure passed the Pennsylvania House on Wednesday, April 10, 2024, in a bipartisan 146-54 vote before being referred to the Senate Communications and Technology Committee, where it did not receive a final vote.
No House floor vote has yet been scheduled for the current version of the bill.
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