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To follow up: the statute doesn't even use the word "publish". It uses the word "produce". And it defines "produce" to exclude "mere distribution or any other activity which does not involve hiring, contracting for managing, or otherwise arranging for the participation of the performers depicted."
That's the labeling requirement for producers. There's also the prohibition on "offering for sale"any unlabelled material. Which is why a paysite owner has to have 2257 info. But it doesn't apply to third-party advertisers who aren't selling anything themselves.
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