New York Enacts AI Digital Replica Laws for Fashion Models Effective June 2026
New York has enacted sweeping restrictions on synthetic performers in fashion and beauty advertising. Governor Kathy Hochul signed two bills into law on December 11, 2025—the Fashion Workers Act (S9832) and synthetic performer disclosure laws (S.8420-A/A.8887-B)—that take effect June 19, 2026. The laws require explicit consent from human models before their likenesses can be replicated digitally and mandate clear disclaimers whenever AI avatars appear in advertisements. Violations carry fines of $500 to $1,000. The New York Department of Labor will oversee model agency registration by June 2026. These rules arrive as brands including H&M plan to deploy digital twins for marketing, and virtual models like Shudu and Lil Miquela compete directly with human performers for contracts.