New York Artificial Intelligence Deceptive Practices Act — Right of Privacy Extended to Digitization (Civil Rights Law 50-51)
New York · N.Y. Civil Rights Law 50, 51; L. 2024, ch. 58, pt. MM
New York's long-standing right-of-privacy law bars using a person's name, picture, likeness, or voice for ads or trade without written consent. This amendment made clear that protection also covers a picture, likeness, or voice that was created or altered by AI or other digitization, so AI-generated deepfakes of a person fall under the same rule.
Technical detail
Enacted via Part MM of Chapter 58 of the Laws of 2024. Amends N.Y. Civil Rights Law 50 so the protected attributes for advertising or trade purposes include a portrait, picture, likeness, or voice created or altered by digitization (software, machine learning, AI, or other computer-generated means); the private remedy is in Civil Rights Law 51.
Who is protected: Living individuals whose name, portrait, picture, likeness, or voice (including AI-generated versions) is used for advertising or trade without written consent.
Who must comply: Any person, firm, or corporation that uses such attributes within New York for advertising or trade purposes without consent.
Key facts
| Jurisdiction | New York |
|---|---|
| Level | State |
| Status | In effect |
| Protection strength | Limited protection |
| Effective date | 2024-04-20 |
| Enacted | 2024-04-20 |
| Citation | N.Y. Civil Rights Law 50, 51; L. 2024, ch. 58, pt. MM |
| Enforced by | New York courts (private civil action under Civil Rights Law 51). |
| Private right of action | Yes — individuals can sue |
| Penalties | Under Civil Rights Law 51, an aggrieved person may obtain injunctive relief and compensatory damages, plus exemplary damages for a knowing use; a Section 50 violation is also a misdemeanor. |
| Topics | deepfakes · AI-generated images |
| Last verified | 2026-06-16 |
| Official source | New York Civil Rights Law 50 — Right of Privacy ↗ |
More AI rules in New York
- NYDFS CL 7 (2024) — Insurance AI Anti-Discrimination · In effect
- NY Hochul EO — Statewide Data Center Moratorium (2026) · In effect
- NY Responsible Data Center Development Act (passed, awaiting Governor) · Proposed / pending
- New York Deepfake Harassment and NCII Civil Action Act · Proposed / pending
- New York Deepfake Harassment and NCII Civil Action Act (Assembly) · Proposed / pending
- NY AI Professional Impersonation Liability Bill · Proposed / pending
Related deepfakes rules elsewhere
- Arkansas Frank Broyles Act AI amendment — voice and likeness protection (2025) · In effect
- Doe v. X.AI (Grok NCII deepfakes class action) · In effect
- xAI v. Harwood (Grok NCII Counter-Suit 2026) · Blocked / in litigation
- Arizona HB 2133 deepfake sexual content — vetoed 2026 · Vetoed
- NY AG · In effect
- MI SOS Deepfake Election Policy · In effect
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