Ensuring Likeness, Voice, and Image Security Act
The first US law expressly protecting individuals' voice and likeness from AI cloning, extending publicity rights to cover generative-AI voice and image deepfakes.
Overview
The first US law expressly protecting individuals' voice and likeness from AI cloning, extending publicity rights to cover generative-AI voice and image deepfakes.
Key dates
- Mar 21, 2024Signed into law
- Jul 1, 2024In force
Risk areas addressed
Who it applies to
Anyone making available AI tools or content that clone a person's voice or likeness without authorisation.
Penalties & enforcement
Civil liability; injunctive relief and damages.
Enforced by: Private right of action & Tennessee courts
Whatever your exposure to Tennessee ELVIS Act, the practical work is the same: inventory the AI systems in scope, map them to concrete obligations, and keep the evidence to show it. A structured AI governance programme — risk assessments, documentation and continuous monitoring — turns a moving regulatory target into a repeatable process.