TLDR
- Bipartisan NO FAKES Act introduced in U.S. House of Representatives
- Act aims to protect individuals’ rights over their voice and likeness
- Violators could face $5,000 fine per infringement
- Entertainment industry supports the legislation
- If passed, the act would take effect on January 2, 2025
On Thursday, a bipartisan group of representatives introduced the NO FAKES Act in the U.S. House of Representatives.
The act, which stands for “Nurture Originals, Foster Art, and Keep Entertainment Safe,” aims to address growing concerns over AI-generated deepfakes by establishing federal intellectual property rights for individuals and their families over their voice and likeness.
The legislation was introduced by a coalition including Reps. María Elvira Salazar (R-FL), Madeleine Dean (D-PA), Nathaniel Moran (R-TX), Adam Schiff (D-CA), Rob Wittman (R-VA), and Joe Morelle (D-NY). This House version follows the introduction of its counterpart in the U.S. Senate earlier this year.
Rep. Salazar emphasized the importance of the act, stating, “AI abuse threatens the ability of Americans to express themselves publicly, both online and in person.
The NO FAKES Act will strengthen federal protections for your individual right to your voice and likeness and protect our ability to express ourselves creatively for the world to see.”
A.I.-generated deepfakes are dangerous, and if left unchecked, they will continue to have devastating impacts on victims.
Proud to join my colleagues in support of the NO FAKES Act—bipartisan, common-sense legislation to ensure our laws stay up to date with technology.
— Joe Morelle (@RepJoeMorelle) September 12, 2024
The NO FAKES Act would allow individuals to take legal action against those who create, post, or profit from unauthorized digital copies of them.
If passed, violators could face a fine of $5,000 for each infringement, in addition to any extra damages suffered by the affected person due to the violation.
The legislation also includes provisions to protect media platforms from liability if they quickly remove infringing content.
This measure aims to balance the need for protection against deepfakes with the practical considerations of content moderation on digital platforms.
The entertainment industry has expressed strong support for the bill. Harvey Mason Jr., CEO of the Recording Academy, called the alignment between the House and Senate versions “an important step in the bipartisan, bicameral effort to establish a federal right of publicity.”
Thank you @RepMariaSalazar, @RepDean, @RepNateMoran, @RepJoeMorelle, @RobWittman & @RepAdamSchiff for championing the NO FAKES Act in the House! With bipartisan support, we're closer than ever to protection from nonconsensual deepfakes & voice clones. #NOFAKESAct pic.twitter.com/XcFURWr5Ny
— RIAA (@RIAA) September 12, 2024
SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland urged Congress to “act expeditiously to safeguard everyone in this age of rapidly advancing technological innovation.”
The introduction of the NO FAKES Act comes as tech giants like Google are also taking steps to combat AI deepfakes. Google recently announced new measures to remove and demote websites in search results that have been reported to contain illicit AI-generated images.
If the NO FAKES Act becomes law, it would take effect on January 2, 2025. The legislation represents a significant step in addressing the challenges posed by AI-generated content, particularly in protecting individuals’ rights and maintaining the integrity of creative works.
Rep. Schiff highlighted the balance the act aims to strike, saying,
“The NO FAKES Act will protect innovation while safeguarding the rights, contributions, and livelihoods of all creators. I am proud to join in introducing this important bipartisan legislation that will establish a national standard to protect creators while supporting exciting, new AI technologies.”
The bipartisan support for the bill in both the House and Senate suggests a growing consensus on the need to establish legal frameworks for the responsible use of AI in content creation.
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