{"id":76104,"date":"2025-03-06T00:06:09","date_gmt":"2025-03-06T05:06:09","guid":{"rendered":"https:\/\/world.edu\/?p=76104"},"modified":"2025-03-06T00:06:09","modified_gmt":"2025-03-06T05:06:09","slug":"ai-deepfakes-threaten-democracy-and-peoples-identities-personality-rights-could-help","status":"publish","type":"post","link":"https:\/\/world.edu\/ai-deepfakes-threaten-democracy-and-peoples-identities-personality-rights-could-help\/","title":{"rendered":"AI deepfakes threaten democracy and people\u2019s identities. \u2018Personality rights\u2019 could help"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-70071\" src=\"https:\/\/world.edu\/wp-content\/uploads\/2023\/10\/deepfakes.jpeg\" alt=\"\" width=\"680\" height=\"383\" srcset=\"https:\/\/world.edu\/wp-content\/uploads\/2023\/10\/deepfakes.jpeg 680w, https:\/\/world.edu\/wp-content\/uploads\/2023\/10\/deepfakes-250x141.jpeg 250w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/p>\n<p>How much is your voice worth?<\/p>\n<p>It could be as little as roughly A$100. That was how much\u00a0<a href=\"https:\/\/www.abc.net.au\/news\/2025-02-28\/jacqui-lambie-ai-generated-voice-election-and-deepfakes\/104986434\">ABC News Verify recently spent to clone<\/a>\u00a0federal senator Jacqui Lambie\u2019s voice \u2013 with her permission \u2013 using an easily accessible online platform.<\/p>\n<p>This example highlights how artificial intelligence (AI) apps which create a synthetic replica of a person\u2019s image and\/or voice in the form of\u00a0<a href=\"https:\/\/theconversation.com\/deepfakes-can-ruin-lives-and-livelihoods-would-owning-the-rights-to-our-own-faces-and-voices-help-249929\">deepfakes<\/a>\u00a0or\u00a0<a href=\"https:\/\/theconversation.com\/the-dangers-of-voice-cloning-and-how-to-combat-it-239926\">voice cloning<\/a>\u00a0are becoming cheaper and easier to use.<\/p>\n<p>This poses a serious threat not only to the functioning of democracy (especially around elections), but also to a person\u2019s identity.<\/p>\n<p>Current copyright laws in Australia are inadequate when it comes to protecting people if their image or voice is digitally cloned without their permission. Establishing \u201cpersonality rights\u201d could help.<\/p>\n<h4><strong>Detecting what\u2019s fake is difficult<\/strong><\/h4>\n<p>Deepfake\u00a0<a href=\"https:\/\/www.afr.com\/politics\/federal\/audio-deepfakes-the-most-effective-we-ve-seen-so-far-says-microsoft-20250127-p5l7eh\">technology is able to produce content which seems increasingly real<\/a>. This makes it harder to detect what is fake and what is not. Indeed, several people for whom the ABC played the voice clone of Senator Lambie did not initially realise it was fake.<\/p>\n<p>This shows how unauthorised deepfakes and voice cloning can be easily used to\u00a0<a href=\"https:\/\/fakexpose.com\/blog\/new-ai-voice-cloning-tools-add-fuel-to-the-misinformation-fire\/\">generate misinformation<\/a>. They can also be\u00a0<a href=\"https:\/\/theconversation.com\/deepfakes-can-ruin-lives-and-livelihoods-would-owning-the-rights-to-our-own-faces-and-voices-help-249929\">extremely damaging to individuals<\/a>.<\/p>\n<p>This was highlighted back in 2020, when\u00a0<a href=\"https:\/\/www.abc.net.au\/news\/2024-10-08\/deepfake-videos-queensland-election-tiktok-misinformation\/104360096\">one of Australia\u2019s first political deepfake videos was released<\/a>. It featured the then Queensland premier Annastacia Palaszczuk claiming the state was \u201ccooked\u201d and in \u201cmassive debt\u201d.<\/p>\n<p>The video received around 1 million views on social media.<br \/>\n>center><iframe width=\"1173\" height=\"660\" src=\"https:\/\/www.youtube.com\/embed\/8ebvEwncVzA\" title=\"ABC NEWS Verify clones Jacqui Lambie&#39;s voice with AI for $100 | ABC NEWS\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/center><\/p>\n<h4><strong>What laws cover this?<\/strong><\/h4>\n<p>In Australia,\u00a0<a href=\"https:\/\/www.blackbaylawyers.com.au\/post\/the-deepfake-dilemma-navigating-defamation-in-the-age-of-deepfakes\">defamation<\/a>,\u00a0<a href=\"https:\/\/www.lexisnexis.com\/blogs\/au\/b\/insights\/posts\/rolling-deepfakes-generative-artificial-intelligence-privacy-regulation?srsltid=AfmBOoqYA9r13v1joj5DK4VJPcL5Zy3f0MDcALnbeYvTZzkA17SXaWyw\">privacy<\/a>,\u00a0<a href=\"https:\/\/theconversation.com\/what-to-do-if-you-or-someone-you-know-is-targeted-with-deepfake-porn-or-ai-nudes-232175\">image-based abuse laws<\/a>,\u00a0<a href=\"https:\/\/www5.austlii.edu.au\/au\/journals\/CommsLawB\/2019\/24.pdf\">passing off<\/a>\u00a0and\u00a0<a href=\"https:\/\/fal-lawyers.com.au\/latest-insights\/the-legal-framework-of-deepfake-technology-in-australia\">consumer protection laws<\/a>\u00a0might be applicable to situations involving deepfake video or audio clips. You may also be able to lodge a complaint with the\u00a0<a href=\"https:\/\/www.esafety.gov.au\/industry\/tech-trends-and-challenges\/deepfakes\">eSafety commissioner<\/a>.<\/p>\n<p>In theory copyright law can also protect a person\u2019s image and voice. However, its application is more nuanced.<\/p>\n<p>First, a person whose likeness has been cloned by an AI platform often does not own the source material. This material could be an image, video or voice recording which has been copied and uploaded. Even if your image and voice is depicted, if you are not the owner of the source material, you cannot sue for infringement.<\/p>\n<p>Using Senator Lambie as an example, the ABC only needed 90 seconds of original voice recording to create the AI clone. Senator Lambie\u2019s voice itself is not able to be copyright-protected. That\u2019s because\u00a0<a href=\"https:\/\/www.theipmatters.com\/post\/the-concept-of-idea-expression-dichotomy-under-copyright-law\">copyright can only attach to a tangible expression<\/a>, say in written or recorded form. It cannot attach to speech or unexpressed ideas.<\/p>\n<p>As the ABC arranged, recorded and produced the original 90-second recording, the broadcaster could hold copyright in it as a sound recording. It is a fixed, tangible expression of Senator Lambie\u2019s voice. However, unless the senator and the ABC made an agreement, Senator Lambie would have no economic rights, such as the right to reproduction, to the original voice recording. Nor would she have any rights to the clone of her voice.<\/p>\n<p>In fact, the AI-generated clone itself is unlikely to be protected by copyright,\u00a0<a href=\"https:\/\/theconversation.com\/if-chatgpt-wrote-it-who-owns-the-copyright-it-depends-on-where-you-live-but-in-australia-its-complicated-202516\">as it is considered authorless under Australian copyright law<\/a>. Many AI-generated creations are currently unable to be protected under Australian copyright, due to a lack of original, identifiable human authorship.<\/p>\n<p><a href=\"https:\/\/www.artslaw.com.au\/information-sheet\/moral-rights\/\">Moral rights<\/a>\u00a0\u2013 including the right of attribution (to be credited as the performer), the right against false attribution and the right of integrity \u2013 are also limited in scope. They could apply to the original audio clip, but not to a deepfake.<\/p>\n<h4><strong>What are \u2018personality rights\u2019?<\/strong><\/h4>\n<p>In most jurisdictions in the United States, there exist what are commonly known as \u201c<a href=\"https:\/\/www.slwip.com\/resources\/copyright-personality-rights\/\">personality rights<\/a>\u201d. These rights include the right of publicity, which acknowledges that an individual\u2019s name, likeness, voice and other attributes are commercially valuable.<\/p>\n<p>Celebrities such as Bette Midler and Johnny Carson\u00a0<a href=\"https:\/\/higgslaw.com\/celebrities-sue-over-unauthorized-use-of-identity\/\">have successfully exercised this right<\/a>\u00a0to prevent companies using elements of their identity for commercial purposes without permission.<\/p>\n<p>However, personality rights might not always apply to AI voice clones,\u00a0<a href=\"https:\/\/www.lexology.com\/library\/detail.aspx?g=ad4f22e4-fe4c-46a2-ada5-bac3ec4352da\">with some lawyers arguing that only actual recorded voices are protectable, not clones of voices<\/a>. This has led to states such as Tennessee introducing legislation to specifically address AI-generated content. The\u00a0<a href=\"https:\/\/irglobal.com\/article\/the-elvis-act-tn-law-addresses-ais-impact-on-the-music-industry\/\">Ensuring Likeness, Voice, and Image Security Act<\/a>, introduced in 2024, addresses the misappropriation of an individual\u2019s voice through generative AI use.<\/p>\n<h4><strong>Urgent steps are needed<\/strong><\/h4>\n<p>There has been\u00a0<a href=\"https:\/\/law.unimelb.edu.au\/__data\/assets\/pdf_file\/0011\/1708094\/28_3_5.pdf\">longstanding scholarly debate<\/a>\u00a0about whether Australia should introduce statutory publicity rights.<\/p>\n<p>One of the challenges is overlap with pre-existing laws, such as Australian consumer law and tort law. Policymakers might be hesitant to introduce a new right, as these other areas of the law may provide partial protection. Another challenge is how to enforce these rights if an AI-generated deepfake is created overseas.<\/p>\n<p>Australia could also consider introducing a similar law to the \u201c<a href=\"https:\/\/www.congress.gov\/bill\/118th-congress\/house-bill\/9551\/text\">No Fakes Bill<\/a>\u201d currently being debated in the US. If passed, this bill would allow people to protect their image and voice through intellectual property rights. This should be given serious consideration in Australia too.<\/p>\n<p>Deepfakes are becoming more and more common, and are\u00a0<a href=\"https:\/\/theconversation.com\/disinformation-and-deepfakes-played-a-part-in-the-us-election-australia-should-expect-the-same-243373\">now widespread during elections<\/a>. Because of this, it\u2019s important that Australians remain vigilant to them in the lead up to this year\u2019s federal election.<\/p>\n<p>And let\u2019s hope that whoever wins that election takes urgent steps to better protect everyone\u2019s image and voice.<\/p>\n<p><em><strong>Author Bio:<\/strong> Wellett Potter is a Lecturer in Law at the University of New England<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How much is your voice worth? It could be as little as roughly A$100. That was how much\u00a0ABC News Verify recently spent to clone\u00a0federal senator Jacqui Lambie\u2019s voice \u2013 with her permission \u2013 using an easily accessible online platform. This example highlights how artificial intelligence (AI) apps which create a synthetic replica of a person\u2019s [&hellip;]\n&hellip; <a href=\"https:\/\/world.edu\/ai-deepfakes-threaten-democracy-and-peoples-identities-personality-rights-could-help\/\" class=\"more\">learn more&rarr;<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[434804],"tags":[435289],"coauthors":[11733],"class_list":["post-76104","post","type-post","status-publish","format-standard","hentry","category-artificial-intelligence","tag-fakes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI deepfakes threaten democracy and people\u2019s identities. \u2018Personality rights\u2019 could help - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/ai-deepfakes-threaten-democracy-and-peoples-identities-personality-rights-could-help\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"AI deepfakes threaten democracy and people\u2019s identities. \u2018Personality rights\u2019 could help - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"How much is your voice worth? It could be as little as roughly A$100. That was how much\u00a0ABC News Verify recently spent to clone\u00a0federal senator Jacqui Lambie\u2019s voice \u2013 with her permission \u2013 using an easily accessible online platform. 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It could be as little as roughly A$100. That was how much\u00a0ABC News Verify recently spent to clone\u00a0federal senator Jacqui Lambie\u2019s voice \u2013 with her permission \u2013 using an easily accessible online platform. 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