US No Fakes Act returns to tackle AI deepfakes in music
The US is cracking down on AI deepfakes with the return of the No Fakes Act.
The US music industry is welcoming the return of the No Fakes Act – a proposed law designed to crack down on unauthorised AI deepfakes. Originally introduced in 2024, the bill didn’t pass before the elections. Now, it’s been reintroduced by a group of US senators from both major political parties, with fresh support from the music world and big tech names like YouTube and OpenAI.
The aim of the bill is simple: to protect people from having their voice or image used without permission in AI-generated content. This includes music, videos, ads, and more. It would not only hold individuals and companies responsible for creating and sharing these fake digital replicas but would also make platforms like YouTube accountable if they know a replica is unauthorised and still host it.
Tennessee senator Marsha Blackburn said: “While AI has opened the door to countless innovations, it has also exposed creators and other vulnerable individuals to online harms.”
Senator Amy Klobuchar from Minnesota added: “Americans from all walks of life are increasingly seeing AI being used to create deepfakes in ads, images, music, and videos without their consent. We need our laws to be as sophisticated as this quickly advancing technology.”
The bill allows for a few exceptions. For example, digital replicas used in documentaries, historical content, or for “bona fide commentary, criticism, scholarship, satire, or parody” would not be punished under the law.
Industry support is positively strong. Backers include the RIAA, the Recording Academy, A2IM, the Human Artistry Campaign, and all three major labels, along with many other organisations across the creative sector. YouTube also expressed support and shared updates on its pilot programme using new ‘likeness detection’ technology. First announced last year, this tech is being tested by popular creators like MrBeast, Mark Rober, Doctor Mike, Marques Brownlee, Estude Matemática, and the Flow Podcast. YouTube has also been working with talent agency CAA on this pilot since December.
As AI continues to reshape the creative world, laws like the No Fakes Act are becoming more important. They aim to protect musicians and artists from having their work and identities copied and shared without consent.
