Performers union SAG-AFTRA and advertisers have extended their current labor deals as negotiations continue for successor agreements.

The union and the Joint Policy Committee which bargains on behalf of advertisers and advertising agencies announced that they were prolonging their current three-year contracts until the end of the day on Friday. The contracts were initially set to end at the end of Monday, with the change allowing union performers to continue working under the old contracts as negotiations carry on. Both sides have been tight-lipped about their objectives with these talks. SAG-AFTRA conducted its usual survey process with members, which it calls its wages and working conditions meetings, in the fall of 2024 to help inform the unions priorities. Likewise, the Joint Policy Committee surveyed members during that same time period on areas of the contracts that were working and others that had proved to be stumbling blocks.

Industry firms and the labor group last negotiated in 2022, a year before SAG-AFTRA helped shut down the scripted film and television industry with its months-long strike, which hinged partially on concerns about AI.

The parties addressed the burgeoning technology in part by agreeing to an audio commercials waiver in June of 2024 that dictated consent and compensation for ads that use AI to personalize their message for listeners. Two months later SAG-AFTRA announced a deal with the AI ads marketplace Narrativ that offered a means for members to license their digital voice likenesses for commercials.

Negotiations for the latest commercials contracts began on Feb. 20.

Duncan Crabtree-Ireland is leading the discussions for SAG-AFTRA, while DLA Piper partner Stacy Marcus is heading up negotiations for the employers.