Bill > SB0271

This bill amends existing Utah law to address unauthorized use of an individual's personal identity, with a specific focus on preventing misuse through artificial intelligence (AI) technologies. The bill expands the definition of "personal identity" to include not just names, titles, and images, but also video likenesses, voices, and audiovisual appearances, including simulations created by generative AI, computer animation, or digital manipulation. The legislation establishes that using an individual's personal identity without consent is considered abuse, particularly when such use is for advertising, fundraising, solicitation, or commerce, and implies endorsement or creates confusion about the individual's participation. Individuals can now take legal action against those who publish content using their identity without permission, seeking injunctive relief, damages, and attorney's fees. The bill includes important exemptions for news, sports broadcasts, artistic works, political commentary, and transformative creative expressions. Notably, the law does not impose liability on interactive computer services for content provided by others. The bill defines generative AI as an technology system trained on data that can simulate human communication through text, audio, or visual means, and generate human-like outputs with minimal oversight. The new provisions will take effect on May 7, 2025, providing a clear framework for protecting individuals against unauthorized AI-driven impersonation.

Business and Industry, Justice

https://le.utah.gov/~2025/bills/static/SB0271.html