Possibly, yes. A new law in New York State (Senate Bill S8420-A) took 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 applies to Printful mockups.
Does Printful use AI-generated human models in its mockups?
Yes, some Printful mockups feature AI-generated human models. We're working on a technical solution that will let you identify these mockups more easily. Until then, here's the current list of products with mockups that include synthetic performers — we'll keep it updated as we add more:
| Product | AI model mockups |
| Women's Garment Dye Cropped Tee | Bella + Canvas 6882GD | Female |
| Unisex Relaxed Mid-Weight Chaser Hooded Sweatshirt | Stanley/Stella SASU038 / STSU077 | Female & male |
| Unisex Garment-Dyed Sweatshirt | Comfort Colors 1566 | Female & male |
| Copper Vacuum Insulated Bottle | Lifestyle mockups |
| Amber Jar Scented Soy Candle | Lifestyle mockups |
| Poker Playing Cards | In-hand mockups |
What does the New York AI disclosure 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 isn't a real, identifiable person), you're required to include a clear, conspicuous disclosure stating that the image contains an AI-generated person.
Who is responsible for the AI disclosure under this law?
The obligation falls on whoever produces or creates the advertisement. That means you, the merchant, are responsible, not the advertising platform or media channel where the ad is published.
What are the penalties for not disclosing an AI-generated model?
Penalties apply per violation and increase after the first instance.
- First violation: USD 1,000
- Each subsequent violation: USD 5,000
What counts as a "synthetic performer" under the law?
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, this means a realistic-looking AI-generated model who doesn't exist and isn't an identifiable real person.
Which Printful mockup types are affected by the disclosure law?
| Mockup type | Likely in scope? |
| 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 with the product digitally placed. | ✕ No, the human is a real person. |
| Close-up shots, flat lays, mannequin/hanger shots, no human present. | ✕ No, there's no human to be "synthetic," but other AI disclosure regulations might still apply. |
| Seller-uploaded photos of real people. | ✕ No, real people aren't synthetic performers. |
Does it matter where I use a mockup with an AI-generated model?
Likely, yes. The law specifically targets commercial advertisements, and 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.) | Yes, likely in scope |
| Mockups in marketplace listings | Yes, likely in scope |
| Email marketing | Yes, likely in scope |
| Promoted/sponsored social posts | Yes, likely in scope |
| Organic social posts | Genuinely ambiguous, check with your legal advisor |
Where does the AI disclosure need to go on an ad?
The law doesn't specify an exact placement, so it's your call: on the image itself, in the product description, or elsewhere in the ad, as long as it's clear and easy to notice.
Does this AI disclosure law apply outside New York?
This law currently applies only in New York State. However, consider this geographical limitation carefully given how borderless online marketing tends to be: an ad you consider local can still reach New York consumers. Similar legislation is being considered in other jurisdictions, so it's worth keeping an eye on developments in the regions where you advertise. Building good disclosure habits now may help you stay ahead of future requirements.
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