One quirk gives the law reach beyond state lines: labels are required regardless of where an ad was created, so commercials made elsewhere may need disclosures if they also air in Pennsylvania.

The wording leaves room for argument, though. What counts as "significantly modified" is subjective, and there are carve-outs for parody, satire, commentary or criticism and anything "evidently fictional", a term the law does not clearly define. The text also suggests disclosure is only needed when synthetic content creates a false consumer perception about a product or service, raising questions about who decides what counts as false. The office of State Senator Nick Pisciottano, who introduced the bill, did not immediately return a request for comment.