Entertainment Industry supports bill against AI Deepfakes
In the wake of advances in Deepfake technology, entertainment industry giants like Disney and SAG-AFTRA, have banded together to pursue legal action to protect the rights of the likeness of celebrities.
The No Fakes Bill, initially brought to Congress by Senator Chris Coons of Delaware, sought to outlaw the use of any AI-generated Deepfake without the consent of the person in question. Since then, it has received backing by The Recording Academy and the Motion Picture Association.
SAG-AFTRA President Fran Drescher stated that this bill would be a major victory for actor’s rights, saying, “Enshrining protections against unauthorized digital replicas as a federal intellectual property right will keep us all protected in this brave new world. Especially for performers whose livelihoods depend on their likeness and brand.”
The technology has been known for taking the facial features of big-name artists and recreating their likenesses to create whatever the manipulator wants. It’s also been at the heart of various scandals surrounding many high-profile figures, such as actor Scarlett Johansson and political figures like Joe Biden and Kamala Harris.
Aside from celebrities, the bill also promises to protect anyone regardless of celebrity status, with documentaries like Deep Fake Porn: Could You Be Next? showcasing the technologies wider damaging impact on wider, as innocent people are targetted.
Of course, the bill has not come without a few stumbling blocks. Due to its wording, the Motion Picture Association pointed out that passing such a bill could infringe upon First Amendment rights regarding digital recreations.
After revisions, the MPA also expressed support in a statement, explaining, “We particularly appreciate the sponsors’ inclusion of safeguards intended to prevent the chilling of constitutionally protected speech such as biopics, docudramas, parody, and satire.”
Aside from the biggest names in the entertainment industry getting on board, the bill is also getting further support from technology industries such as OpenAI and IBM. Among some of the founders and leaders in AI technology, many have spoken up about how these unlawful Deepfake videos have given the technology a bad name.
The details of the bill involve provisions for anyone involved in creating AI technology and a system for any server in possession of unlawful content to take it down immediately. It would also free any platforms using AI software from liability if they choose to remove the content when notified about its appearance.
As of yet, the bill has not been passed into law, but Senator Coons has said that he hopes plans for ratification will be finalised by the end of 2024.
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