SB 1050 takedown orders: what an advertising medium must do

Under SB 1050, an advertising medium may not keep showing an ad with a synthetic performer once a court has found a violation or enjoined the creator, and the medium has been served with the order and information reasonably sufficient to identify the ad. After receiving it, the medium must, as soon as commercially reasonable and technically feasible, remove or disable access to the ad and stop accepting payment for it.

This reads section 17610(e) of the chaptered text on the leginfo page, read 2026-10-01. It is not legal advice, and this post makes no claim about any court's order or any party's duties. File and job facts are from Sume docs, including Video captions and Video trim.

Who is an advertising medium?

The text lists broadcast stations, cable operators, online platforms, streaming services, digital advertising networks, publishers and others that distribute or display audio or audiovisual ads to consumers in California. It excludes an entity that is not capable of removing, disabling access to, or ceasing further dissemination of an ad.

Why does the identifying information matter for ad files?

The medium must be able to identify the ad. In practice that means being clear about which file or URL is the ad. Sume results return a media.sume.com URL; the images doc shows a result with url set to a media.sume.com/img/... path. Keep a record of which URL went into which campaign so a specific file can be named.

How do I produce a corrected version of an ad?

A corrected cut is a new file, not an edit in place. Avatar video scripts are accepted at 4-60 seconds estimated duration. Video trim cuts a range from one workspace clip, and POST /v1/video-captions burns text onto a public video URL, returning a captioned video as its own job. Each run produces its own result URL, so label them (for example v1 and v2) in your ad manager.

See also burning captions onto video.

What does Sume not do here?

The docs describe no takedown or order-handling feature, and a Sume URL is not an ad-platform record. Pausing an ad is done in the platform where it runs. If an order applies to you, talk to counsel about scope before re-uploading anything.