YouTube, Disney, slew of others endorse Sen. Marsha Blackburn’s NO FAKES Act

NASHVILLE, Tenn. (WSMV) - YouTube, Disney and several other massive media companies have announced their endorsement of a bill introduced by U.S. Sen. Marsha Blackburn (R-Tenn.) and other lawmakers that aims to protect individuals and creators from digital replicas.

The Nurture Originals, Foster Art, and Keep Entertainment Safe (NO FAKES) Act was introduced to protect the voice and visual likeness of individuals and creators from artificial intelligence/digital replicas created without their consent.

“While AI has opened the door to countless innovations, it has also exposed creators and other vulnerable individuals to online harms,” said Sen Blackburn. “Tennessee’s creative community is recognized around the globe, and the NO FAKES Act would help protect these individuals from the misuse and abuse of generative AI by holding those responsible for deepfake content to account.”

The lawmakers said this bill was introduced in response to many artists and creators seeing their voices and likenesses used without their consent in videos and songs created by AI.

“In one high-profile example, AI-generated replicas of the voices of pop stars Drake and The Weeknd were used to produce a viral song titled ‘Heart on My Sleeve,’ generating hundreds of thousands of listens on YouTube, Spotify, and other streaming platforms before it was flagged as a fake and removed from the platforms,” the lawmakers explained.

Here’s how the NO FAKES Act would combat AI/digital replicas:

• Holding individuals or companies liable if they distribute an unauthorized digital replica of an individual’s voice or visual likeness;
• Holding platforms liable for hosting an unauthorized digital replica if the platform has knowledge of the fact that the replica was not authorized by the individual depicted;
• Excluding certain digital replicas from coverage based on recognized First Amendment protections; and
• Preempting future state laws regulating digital replicas.

The NO FAKES Act has, so far, been endorsed by:

• Recording Industry Association of America
• Motion Picture Association
• SAG-AFTRA
• YouTube
• Recording Academy
• OpenAI
• Warner Music Group
• Universal Music Group
• Sony Music
• The Walt Disney Company
• IBM
• Vermillio
• Hive
• Independent Film & Television Alliance
• WME
• Creative Artists Agency
• Human Artistry Campaign
• National Association of Broadcasters
• The Model Alliance
• ASCAP
• Nashville Songwriters Association International
• The Authors Guild
• The National Center on Sexual Exploitation
• Television Academy
• Enough is Enough
• American Association of Independent Music

“For nearly two decades, YouTube has been at the forefront of handling rights management at scale, and we understand the importance of collaborating with partners to tackle these issues proactively. Now, we’re applying that expertise and dedication to partnership to ensure the responsible deployment of innovative AI tools. We thank Senators Coons and Blackburn, and Representatives Salazar and Dean, for their leadership on the NO FAKES Act, which is consistent with our ongoing efforts to protect creators and viewers, and reflects our commitment to shaping a future where AI is used responsibly,” said Leslie Miller, VP of Public Policy, YouTube.

“Disney is pleased to support the reintroduction of the NO FAKES Act. We look forward to working with the sponsors to see this legislation enacted to ensure important and meaningful protections for individuals against misuse of their image and voice through AI while maintaining critical speech protections for legitimate storytelling rooted in the First Amendment,” said the Walt Disney Company.