YouTube is cracking down hard on generative AI and deepfakes especially when it comes to celebrity voices and faces.

On April 10, the platform updated its policy to better align with the proposed No Fakes Act, a bipartisan bill aimed at protecting artists and public figures from unauthorized AI recreations. This shift will affect how creators use AI tools on YouTube moving forward.

YouTube now protects voices and faces

The No Fakes Act, first introduced in October 2023, targets AI-generated impersonations that use someone’s voice or likeness without permission. While it’s still just a proposal, YouTube isn’t waiting around.

The platform now requires creators to get explicit permission before uploading content that realistically mimics someone else’s voice or face. This applies whether the content is fully synthetic or a blend of real and AI-generated media.

If a video breaks this rule, YouTube may remove it even if it wasn’t flagged by the impersonated person. The new policy prioritizes videos that could mislead viewers about who’s in the video or what they’re saying.

YouTube’s policy previously focused on deepfake elections content. Now it covers any realistic AI recreation of individuals, including:

  • Celebrities
  • Influencers
  • Musicians
  • Politicians
  • Everyday people, if they’re identifiable

What creators need to do

If you’re using generative AI in your videos, here’s what you should do:

  • Get written permission if you’re mimicking someone’s face or voice
  • Clearly disclose when content includes synthetic or altered media
  • Avoid misleading thumbnails or titles that suggest real people are featured when they’re not

YouTube’s enforcement will be complaint-driven. That means if someone believes you used their likeness without consent, they can submit a privacy complaint or report content under the deceptive practices policy.

Generative AI is still a powerful tool for storytelling and creativity on YouTube. But the platform is making it clear: creators are responsible for how they use it.

If you use someone’s face or voice — even with AI — you need their consent. If you don’t have it, don’t upload the content.

Image courtesy: DesiFakes