California adds AI digital replicas to its likeness law
Cassandra CampbellEditor
Governor Newsom signed SB 1111 on September 30. Starting January 1, 2027, California's rule against using a living person's voice or likeness in ads without consent also covers AI digital replicas, and using a replica to impersonate someone counts as false impersonation under existing state law.
Why it matters
It lines up with recent cases where creators say brands put their faces in ads they never approved. This is news, not legal advice.
The story so far
Governor Newsom signs SB 1111.
Law takes effect