Senators Chris Coons from Delaware (Democratic Party) and Marsha Blackburn from Tennessee (Republican Party) are reintroducing their NO FAKES Act. The legislation aims to establish guidelines for the creation of artificial intelligence-generated replicas of individuals' appearances, identities, and vocalizations. Known as the Nurture Originals, Foster Art, and Keep Entertainment Safe Act, this bill has been presented before. 2023 and 2024 — has the support of a prominent web platform: YouTube.
In a statement announcing its support YouTube asserts that this measure aims "to strike an optimal balance between safeguarding rights and fostering innovation: empowering individuals to alert platforms about AI-generated images they deem necessary for removal." This move aligns them with supporters such as SAG-AFTRA and the Recording Industry Association, despite objections from organizations like the Electronic Frontier Foundation (EFF) that prioritize civil liberties. criticized previous drafts as too broad.
The 2024 edition of the legislation indicated that online platforms such as YouTube cannot be held responsible for hosting a "non-authorized digital copy" provided by someone else if they remove the content upon receiving notifications about the unauthorized usage and inform the person who uploaded it that it has been taken down. An additional exemption exists when the platform is specifically developed or promoted with an emphasis on generating deepfakes.
At a press conference where he unveiled the bill, Senator Coons stated that as part of the "2.0" update, they aimed to tackle issues related to free speech and establish limits on accountability.
YouTube has also shown backing for the Take It Down Act, which would criminalize the publication of non-consensual explicit content, including AI-created deepfakes, and compel social media platforms to establish procedures for swiftly removing such imagery upon being notified. This requirement has faced significant opposition from civil rights organizations, as well as certain advocacy groups. advocate against NCII ; even so, it was approved by the Senate and moved forward from a House committee earlier this week.
Today, YouTube is also announcing the expansion of a pilot of the “likeness management technology” it debuted last year In collaboration with CAA, YouTube presents this initiative as a means for celebrities and content creators to identify AI-generated replicas of themselves and subsequently request the removal of such content. As stated by YouTube, several prominent participants in this trial program include figures like MrBeast, Mark Rober, and Marques Brownlee, along with others.