YouTube supports the NO FAKES Act: Protecting creators and viewers in the age of AI
Apr 09, 2025 – [[read-time]] minute read
The power of technology can unlock creativity and connection. As AI continues to evolve, we're committed to ensuring it's used responsibly, especially when it comes to protecting creators and viewers. That's why we're supporting the NO FAKES Act of 2025, introduced by Senator Chris Coons (D-DE) and Senator Marsha Blackburn (R-TN).
We're proud to support this important legislation, which tackles the growing problem of harm associated with unauthorized digital replicas: AI-generated content simulating a person’s image or voice that can be used to mislead or misrepresent. The NO FAKES Act, alongside other legislative efforts we support like the TAKE IT DOWN Act, provides clear legal frameworks to address these issues and protect individuals' rights.
Working together on the NO FAKES Act
We believe collaboration is essential, especially as we navigate the evolving world of AI, and we've worked closely with sponsors and our partners across the industry, including the Recording Industry Association of America (RIAA) and the Motion Picture Association (MPA), to push for a shared consensus on this legislation.
This builds upon our collaborative work over nearly two decades, as we've been at the forefront of developing tools and policies to protect creators' content, starting with our Content ID system. We're committed to applying this expertise to help tackle the challenges posed by AI-generated content, not just on YouTube, but everywhere online.
"For nearly two decades, YouTube has been at the forefront of handling rights management at scale, and we understand the importance of collaborating with partners to tackle these issues proactively. Now, we're applying that expertise and dedication to partnership to ensure the responsible deployment of innovative AI tools. We thank Senators Coons and Blackburn, and Representatives Salazar and Dean, for their leadership on the NO FAKES Act, which is consistent with our ongoing efforts to protect creators and viewers, and reflects our commitment to shaping a future where AI is used responsibly." - Leslie Miller, VP of Public Policy, YouTube.
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Our Commitment to responsible AI
We know AI is a powerful tool with the potential to revolutionize creative expression. But we also know there are risks with AI-generated content, including the potential for misuse or to create harmful content. Platforms have a responsibility to address these challenges proactively.
We’re taking action across several initiatives:
- Protecting individuals' likenesses: We updated our privacy process so that people can submit requests for the removal of altered or synthetic content that simulates their likeness, including their face or voice.
- Creating new tools for control: We introduced new likeness management tools designed to help people detect and manage how AI is used to depict them on YouTube, and we launched a pilot program with the creative industry that gives some of the world’s most influential figures access to this early-stage technology.
- Advancing legislation: Supporting sound bills like the NO FAKES Act and the TAKE IT DOWN Act, which tackle legal gaps around AI-generated outputs.
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We believe AI holds incredible potential, but unlocking it responsibly means putting safeguards in place. The NO FAKES Act provides a smart path forward because it focuses on the best way to balance protection with innovation: putting power directly in the hands of individuals to notify platforms of AI-generated likenesses they believe should come down. This notification process is critical because it makes it possible for platforms to distinguish between authorized content from harmful fakes—without it, platforms simply can’t make informed decisions.
We'll continue investing in partnerships and working with governments towards this responsible future, and we strongly urge Congress to pass this important legislation.
“America was built on strong individual protections and liberties, and the bipartisan NO FAKES Act reintroduced today is part of that unbreakable tradition. By establishing responsible, clear guardrails for digital replicas, the legislation will help both creators and innovators thrive. RIAA thanks YouTube for their collaboration and support of this approach, including their leadership rolling out new policies and protections without waiting for new law. And we applaud Senators Blackburn (R-TN) and Coons (D-CT) as well as Representatives Salazar (R-FL) and Dean (D-PA) and their many cosponsors for prioritizing this balanced legislation, and encourage Congress to pass the NO FAKES Act this year.” - Morna Willens, Recording Industry Association of America (RIAA) Chief Policy Officer
