The NO FAKES Act of 2025 is a bipartisan law introduced by Senators Chris Coons (D-DE) and Marsha Blackburn (R-TN). This is a legislative framework that allows people to protect their appearance and voice from being manipulated or misrepresented through AI-generated content. As AI technology advances, many users are using this tool to generate engaging content, however, this has also led to the increase of deepfakes which are misleading and could cause harm.
YouTube executive Ritchie explained that while YouTube already has a system for reporting fake content that uses someone’s likeness, this new law, along with other legislation like the TAKE IT DOWN Act would create clear legal rules to protect individuals’ rights across all internet platforms.
This legislation was developed through collaboration between lawmakers and industry groups including the Recording Industry Association of America (RIAA) and the Motion Picture Association (MPA). This demonstrates the joint efforts to tackle the challenges posed by AI-generated content.
In addition to these Acts, several actions are being taken to address these concerns:
- Individuals can now submit a request to remove the AI-generated or altered content of their likeness, including facial features and voice.
- New tools are being developed and deployed, which will help individuals detect and manage AI depictions of them
- On-going support for laws like the NO FAKES Act and the TAKE IT DOWN Act that are being put in place to address legal gaps around AI-generated content.
As AI technology continues to advance, without proper regulations, users may find themselves being impersonated or being portrayed doing or saying things they normally wouldn’t do. By having these legal guidelines and tools put in place, users can be empowered to protect their identity while still allowing for innovation in AI.
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