The No AI Fraud Act Creates Way More Problems Than It Solves

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Creators have reason to be wary of the generative AI future. For one thing, while GenAI can be a valuable tool for creativity, it may also be used to deceive the public and disrupt existing markets for creative labor. Performers, in particular, worry that AI-generated images and music will become deceptive substitutes for human models, actors, or musicians.

Existing laws offer multiple ways for performers to address this issue. In the U.S., a majority of states recognize a “right of publicity,” meaning, the right to control if and how your likeness is used for commercial purposes. A limited version of this right makes sense—you should be able to prevent a company from running an advertisement that falsely claims that you endorse its products—but the right of publicity has expanded well beyond its original boundaries, to potentially cover just about any speech that “evokes” a person’s identity.

In addition, every state prohibits defamation, harmful false representations, and unfair competition, though the parameters may vary. These laws provide time-tested methods to mitigate economic and emotional harms from identity misuse while protecting online expression rights.

But some performers want more. They argue that your right to control use of your image shouldn’t vary depending on what state you live in. They’d also like to be able to go after the companies that offer generative AI tools and/or host AI-generated “deceptive” content. Ordinary liability rules, including copyright, can’t be used against a company that has simply provided a tool for others’ expression. After all, we don’t hold Adobe liable when someone uses Photoshop to suggest that a president can’t read or even for more serious deceptions. And Section 230 immunizes intermediaries from liability for defamatory content posted by users and, in some parts of the country, publicity rights violations as well. Again, that’s a feature

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