New York Just Outlawed AI Actors In Your Ads. What Should You Do?

New York’s recent AI disclosure law mandates that advertisers conspicuously label content featuring synthetic performers—computer-generated avatars intended to mimic real people. Beyond this, ecommerce brands face significant legal exposure from deceptive pricing practices, particularly when using strikethrough prices that fail to reflect the prevailing market value over the previous 90 days. Subscription models also carry substantial risk, as state laws, notably in California, require explicit, affirmative consent and clear disclosure of renewal terms before billing. Supplement brands must navigate strict FDA and FTC regulations, specifically avoiding drug claims that equate natural products with prescription medications like GLP-1 agonists. Legal expert Rob Freund emphasizes that these compliance areas represent critical "landmines" for direct-to-consumer businesses, where the combination of aggressive class-action litigation and regulatory scrutiny necessitates rigorous adherence to transparency and consumer protection standards.