AI Identity Rights

New York has enacted sweeping restrictions on synthetic performers in fashion and beauty advertising. Governor Kathy Hochul signed two bills into law on December 11, 2025—the Fashion Workers Act (S9832) and synthetic performer disclosure laws (S.8420-A/A.8887-B)—that take effect June 19, 2026. The laws require explicit consent from human models before their likenesses can be replicated digitally and mandate clear disclaimers whenever AI avatars appear in advertisements. Violations carry fines of $500 to $1,000. The New York Department of Labor will oversee model agency registration by June 2026. These rules arrive as brands including H&M plan to deploy digital twins for marketing, and virtual models like Shudu and Lil Miquela compete directly with human performers for contracts.

On May 5, 2026, Italian Prime Minister Giorgia Meloni reposted an AI-generated image of herself in lingerie across her social media accounts—deliberately amplifying a fake that had circulated online. Rather than ignore it, she republished the image herself with a warning about synthetic media dangers, joking that the creators had "improved" her appearance. The move was framed as a public service announcement demonstrating how convincingly AI can fabricate imagery.