Do I need to disclose that my AI mockups show AI-generated models?
Yes! A new law in New York State (Senate Bill S8420-A) came into effect on June 9, 2026, requiring advertisers to disclose when an AI-generated human appears in a commercial advertisement. This article explains what the law covers and how it may apply to Printify AI mockups.
What does the law require?
If you run commercial advertisements directed at consumers in New York, and those ads contain a synthetic performer — an AI-generated, photorealistic human who is not a real, identifiable person — you are required to include a clear, conspicuous disclosure stating that the image contains an AI-generated person.
Who is responsible?
The obligation falls on whoever produces or creates the advertisement — that means the merchant, not the advertising platform or media channel where the ad is published.
What are the penalties?
- First violation: USD 1,000
- Each subsequent violation: USD 5,000
What counts as a "synthetic performer"?
The law defines a synthetic performer as an AI-generated asset that meets all three of the following:
- It was created or modified by a computer using generative AI or a software algorithm
- It is intended to give the impression that a real human is appearing
- The person depicted is not recognizable as any specific real person
In plain terms, a realistic-looking AI-generated model who doesn't exist and isn't an identifiable real person.
How does this apply to Printify AI mockups?
Here's a quick guide to which mockup types are likely affected:
| Mockup type | Likely in scope? |
|---|---|
| "With model" AI mockups - a fully AI-generated person wearing your product | ✓ Yes, the human is AI-generated |
| Real person photo with product composited on — a real model photo, product digitally placed | x No, the human is a real person |
| Close-up shots, flat lays, mannequin/hanger shots — no human present | x No, no human to be "synthetic" |
| Merchant-uploaded photos of real people | x No, real people are not synthetic performers |
Does it matter where I use the image?
Possibly, yes. The law specifically targets commercial advertisements. How broadly that applies can depend on how and where you use the image:
| Usage | Likely in scope? |
|---|---|
| Paid ads (Meta, Google Shopping, TikTok, etc.) | Likely in scope |
| Mockups in marketplace listings | Likely in scope |
| Email marketing | Likely in scope |
| Promoted/sponsored social posts | Likely in scope |
| Organic social posts | Genuinely ambiguous, check with your advisor |
What about other states or countries?
This law currently applies in New York State only; however, please consider this geographical limitation carefully due to the often borderless nature of online marketing. However, similar legislation is being considered in other jurisdictions. It's worth keeping an eye on developments in the regions where you advertise, and building good disclosure habits now may help you stay ahead of future requirements.
Need more help?
If you have questions about how to use Printify's AI mockup tools, visit our How do I upgrade my product visuals using AI mockups? article. For questions about your specific legal obligations, please consult a qualified legal professional.