Deepfakes - California Bill Takes Effect
Deepfakes are images, video, or audio edited to replace the person in the original work with another person. The technology can be beneficial when used in areas such as accessibility, education, and artistic expression. But, the technology seems more often used for unscrupulous purposes, such sexually explicit images and unauthorized use of an individual's likeness.
Jordan Peele famously made this convincing deepfake of Obama. And that was 6 years ago. The technology has become more available and convincing.
The E.U., U.K., and South Korea have legislation that specifically address deepfakes. The U.K. government also announced today that it plans to crack down on sexually explicit deepfakes. The U.S. has existing laws that may apply to deepfakes (e.g., prohibitions against the disclosure of intimate images) but does not have comprehensive federal legislation directly addressing the technology.
As a result, several states have passed their own laws. California, for example, recently passed Assembly Bill Number 2602, a first of its kind law in the U.S. that applies to digital replicas fixed on or after January 1, 2025.
Where most legislation addresses the distribution of deepfakes, this bill aims to ensure individuals are adequately informed and represented before contractually granting another person the right to create a digital replica of their likeness in lieu of the work of the individual.
Under the law, any contractual provision that permits the creation of a digital replica of an individual in place of the work of the individual must include a "reasonably specific description of the intended uses of the digital replica" or be used "consistent with the terms of the performance of services by the individual." The individual must also be represented by legal counsel or a labor union with collective bargaining terms that address the use of digital replicas.
The law is narrowly tailored with various exceptions to not prohibit other forms of artistic expression or violate the First Amendment.
Like U.S. privacy laws, we can expect states to take these measures until (and perhaps after) comprehensive federal regulation is in place.











