On Wednesday, YouTube announced its support for a ban on artificial intelligence-generated “deepfakes,” as politicians continue their push to eliminate unapproved digital replicas of individuals’ voices and visual representations.
2023 saw me, along with many others, rallying behind the No Fakes Act, initially proposed by Sens. Chris Coons and Marsha Blackburn. This legislation aims to put an end to the unauthorized distribution of AI-generated likenesses of individuals, a practice that concerns us deeply due to potential mass impersonation. Organizations such as SAG-AFTRA (representing 160,000 performers) and the Recording Industry Association of America have made this bill a top priority, echoing my own sentiments about the potential dangers posed by AI in the realm of identity theft.
Last year, the Motion Picture Association, a group that represents significant film and television production studios, endorsed the bill following adjustments concerning portrayals of historical characters. Since then, the Recording Industry Association of America (RIAA) has been in discussions with YouTube regarding potential legal responsibilities for platforms that host AI-generated deepfakes.
At a press conference held on Wednesday, Coons stated, “We gathered those impacted by AI’s effects and difficulties alongside those capable of addressing these issues.
The proposed legislation contains a clause resembling current rules for handling online copyright violations, known as notice-and-takedown provision. In essence, this means that if platforms unknowingly host deepfakes, they will be protected from liability if they promptly respond after being informed about the issue.
The NO FAKES Act offers an intelligent solution as it prioritizes striking a balance between protection and innovation by empowering individuals to flag AI-created images or videos they believe should be removed. This individual-led reporting mechanism is crucial because it enables platforms to discern legitimate content from harmful forgeries, thus allowing them to make well-informed decisions without it, the platforms would be unable to distinguish between authorized and harmful content effectively. (YouTube’s statement in a Wednesday blog post)
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In many regions, such as California, entertainers currently have the right to take legal action when their name or image is misused. However, the rise of artificial intelligence has intensified this issue, resulting in an influx of false celebrity endorsements and music tracks that mimic original sounds.
YouTube revealed a trial initiative in December, employing a modified form of its Content ID system, to identify unauthorized AI deepfakes and empower creators to request their removal. As disclosed on Wednesday, participants in this program include popular figures like Mr. Beast and Mark Rober, along with other prominent YouTube stars.
Without a national law in place, some states like California and Tennessee have begun to prohibit AI-generated deepfakes. The No Fakes Act does not override these existing laws, but it would prevent any future state regulations on this subject from taking precedence.
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2025-04-09 20:18