HARRISBURG, PA — The Pennsylvania House of Representatives has approved legislation requiring businesses to disclose when artificial intelligence-generated content is used to market consumer goods, advancing a proposal aimed at increasing transparency in digital commerce.
House Bill 95, sponsored by state Rep. Chris Pielli, D-Chester, passed the House on Wednesday and now moves to the state Senate for consideration.
The measure would require AI-generated content used in the sale of consumer products to include clear and conspicuous disclosures in the same medium as the content itself, allowing consumers to identify whether images, text or other marketing materials were created using artificial intelligence.
The proposal comes as lawmakers nationwide grapple with the rapid adoption of generative AI tools capable of producing increasingly realistic content that can be difficult for consumers to distinguish from human-created material.
Pielli argued that existing consumer-protection principles place responsibility on buyers to evaluate products and advertising, but that standard becomes more difficult to apply when consumers cannot determine whether content has been generated by artificial intelligence.
“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.”
Pielli also cited concerns that AI-generated content could contribute to the spread of misleading information and fabricated images as the technology becomes more sophisticated.
“As legislators, we have to set a commonsense baseline helping our consumers make informed decisions and not be misled,” he said.
If enacted, the legislation would establish disclosure requirements for AI-generated content used in consumer sales transactions across Pennsylvania.
The bill now awaits consideration in the Republican-controlled Pennsylvania Senate.
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