Senate approves SB 1050 to require disclosure when ads use synthetic performers

The Senate passed SB 1050, a consumer protection measure that would require disclosures when advertisements include synthetic, human‑like digital performers.

On the floor the majority leader described California's creative sector and the economic stakes, saying the state employs more than 750,000 in the creative economy and that "recent advancements in AI have led to the creation of synthetic performers, human like digital figures that convincingly appear, speak, move and perform like real people." The leader said the use of such performers in advertising "is misleading to consumers and allows creators to avoid the responsibility of hiring real workers," and that SB 1050 "establishes a disclosure requirement for advertisements that includes synthetic performers to ensure that existing laws are updated to reflect new realities." The bill was identified as sponsored by SAG‑AFTRA and having bipartisan support.

A roll call produced Ayes 38, Nos 0; the clerk announced "The measure passes." Supporters framed the bill as updating consumer‑protection rules to account for new technology and to protect jobs in the creative sector. The bill will move on for enrollment and any subsequent steps required for enactment.