California has taken decisive action against the misuse of artificial intelligence (AI) by enacting five new laws aimed at addressing the challenges posed by deepfakes. Signed by Governor Gavin Newsom, these regulations specifically target the dissemination of deceptive AI-generated content, particularly in the context of elections and the media industry. With the U.S. presidential election just around the corner, the state has recognized the urgent need to safeguard public trust against the backdrop of rising concerns over AI-driven misinformation.
Three of the newly enacted laws focus on combatting deepfakes in political contexts. One key measure, AB 2655, requires major online platforms like Facebook and X (formerly Twitter) to actively remove election-related deepfakes and label content that is less materially deceptive. This empowers candidates and government officials to pursue legal action against platforms that fail to address misleading content. Another law, AB 2839, mandates the removal or labeling of manipulated content during a critical 120-day period leading up to an election, extending for an additional 60 days post-election to further prevent the spread of false information related to voting.
In addition to the election-related measures, AB 2355 requires electoral campaigns and political action groups to clearly label advertisements that have been created or altered using AI. This transparency is crucial for ensuring that voters are informed about the nature of the content they encounter during the election cycle. The law aims to hold campaigns accountable and mitigate the impact of deceptive advertising practices that could distort the electoral process.
California’s new laws also extend to the entertainment industry, establishing safeguards for actors and their digital likenesses. AB 2602 mandates that studios obtain consent from actors before creating AI-generated representations of their voice or appearance. Meanwhile, AB 1836 restricts filmmakers from creating digital replicas of deceased performers without appropriate consent from their families. These measures underscore California’s commitment to ethical practices in both the electoral and media sectors, reflecting the state’s proactive stance on regulating emerging AI technologies.
