The June Regulatory Tracker
Practical Friday: a big month just got bigger
June 9 is in four days. Colorado signed its new AI law on May 14. The White House signed an AI executive order this week. The June tracker covers it all.
This has been the most active month in US AI regulation since the series launched. The June 2026 edition of the Ethicore AI + Marketing Regulatory Tracker has been updated as of today and is now available on the resources page of the Ethicore website.
Three things that changed this month - and one deadline that is now four days away.
June 9 is in one week. New York’s AI Synthetic Performers Disclosure Law takes effect next Monday. If your brand runs ads featuring AI-generated models, spokespeople, or background performers shown to New York consumers, visible on-screen disclosure is now legally required. The law does not specify format, so plan for on-screen text. The tracker covers the penalty structure ($1,000 for the first violation, $5,000 for subsequent violations) and which exemptions apply. If this is not on your desk today, it probably should be.
Colorado’s AI Act has been repealed and replaced. Governor Polis signed SB 189 on May 14. The original June 30 enforcement deadline is now gone - the original law has been repealed. The new Automated Decision-Making Technology framework takes effect January 1, 2027, and is considerably narrower: disclosure and consumer rights replace the original bias audit and impact assessment requirements. The bias audit workstream can be deprioritized. The transparency obligations workstream stays.
One critical addition that most coverage has missed: SB 189 voids contract clauses that purport to indemnify a party for its own discriminatory ADMT-related acts. If your AI vendor contracts include these clauses (and many do), they are now unenforceable in Colorado. Review your vendor agreements before January 1. The tracker has the details. Watch also for xAI’s preliminary injunction deadline on June 11 - if they file and succeed, SB 189’s effective date could move.
The White House signed an AI executive order this week. The President signed a voluntary 30-day pre-release review framework for frontier AI models, requiring companies to submit new models to government testing before public release. This is not a compliance obligation for marketing organizations. It is a directional signal that Washington’s stance on AI oversight has shifted. The tracker notes what it means and what it doesn’t.
The full June tracker also covers the updated EU AI Act timeline (December 2, 2026 for content transparency - now under six months away), the FTC Operation AI Comply enforcement update, including the $48.6 million Growth Cave settlement, and the complete key dates calendar through 2028.
Ethicore Advisors Author’s Note
Craig McDonogh is the founder of Ethicore Advisors and the author of the forthcoming book “Guardrails: How to Embrace AI Without Damaging Your Brand.” The tracker is updated monthly, free to download, written for marketers - not lawyers. Not legal advice; verify all dates with counsel before acting.