A bipartisan group of senators has introduced a new bill aimed at combating the rise of artificial intelligence deepfakes, a technology that has been used to create unauthorized digital replicas of individuals, including actors and everyday citizens. The No Fakes Act, led by Democratic Senator Chris Coons of Delaware, is gaining support from a wide range of stakeholders, including actors, studios, and tech companies.
SAG-AFTRA President Fran Drescher hailed the bill as a “huge win” for performers whose livelihoods depend on their likeness and brand. The Motion Picture Association, which represents major studios like Netflix, Disney, and Warner Bros, also expressed support for the legislation, which aims to establish federal protections against harmful uses of digital replicas while respecting First Amendment rights.
The bill, which would hold individuals or companies liable for producing, hosting, or sharing unauthorized digital replicas, has garnered unprecedented support from industry organizations and tech companies alike. AI expert Marva Bailer noted that the bill would help establish guardrails around the use of deepfake technology, preventing the creation of a substitute market with no rules or monetization.
The proposed penalties for violating the bill include fines, damages, and removal of the unauthorized replica. Civil action can also be brought against perpetrators, with online services facing a $5,000 penalty per work containing the replica and non-online perpetrators facing a $25,000 penalty.
The importance of the bill lies in establishing transparency and protecting individuals from the harmful effects of deepfake technology. SAG-AFTRA is currently on strike on behalf of video game performers, seeking protections in their contracts related to AI language. The union hopes that the No Fakes Act, if passed, will add to the protections already in place for writers and actors in the industry.
Overall, the bipartisan effort to combat AI deepfakes is seen as a crucial step in safeguarding the livelihoods and reputations of individuals in the entertainment industry and beyond. The bill represents a proactive approach to addressing the challenges posed by rapidly advancing technology and ensuring that individuals are protected in this new digital landscape.
