The legal landscape is still taking shape. Platform-specific policies on synthetic media remain in flux, and enforcement priorities across state and federal regulators continue to evolve. Retailers and their marketing teams are operating in a compressed timeline between now and mid-2026, when New York's rule kicks in and FTC scrutiny intensifies.
Attorneys advising retailers should audit current and planned campaigns for AI-generated content, establish internal clearance procedures for rights and disclosures before launch, and review platform policies governing synthetic media. The convergence of state disclosure mandates, FTC enforcement, and intellectual-property risk creates immediate compliance exposure for brands running cross-platform campaigns. Documentation and prompt review of AI-generated assets are now table stakes.