Actors, SAG‑AFTRA leaders urge expansion of right‑of‑publicity law to cover likeness and voice for AI era

Boston — Leaders and members of SAG‑AFTRA New England told the Joint Committee on the Judiciary that House Bill H16‑15 is necessary to update the commonwealth's right‑of‑publicity law for the age of generative artificial intelligence.

Jessica Marr, executive director of SAG‑AFTRA New England, said the bill would expand "name, portrait and picture" protections to include voice and likeness and add limited post‑mortem rights to protect heirs and performers from commercial misappropriation enabled by AI. "This bill provides crucial AI guardrails to protect individuals from having their image or voice used without their consent or compensation," Marr said.

Working performers described how modern production frequently creates digital replicas, scanned on set for later reuse, and warned that without statutory safeguards those replicas could be exploited for commercial use without consent or compensation. Actor Meghan Carroll described being scanned on set and the risks that follow when producers can digitally repurpose an individual's face or body without ongoing consent.

Lawmakers asked about viral videos and everyday citizens who are not professional performers; union witnesses said consent standards and exemptions would need careful drafting so the law does not inadvertently hinder commonplace amateur videos while protecting workers and private individuals from commercial exploitation.

Ending: Committee chairs asked for follow‑up language and written comments on carve‑outs and enforcement; no vote was taken.