Utah S.B. 271 (no AI deepfakes of your identity for commercial use without consent)
Utah S.B. 271 — Unauthorized Artificial Intelligence Impersonation Amendments
Utah · Utah Laws 2025, S.B. 271; Utah Code 45-3-2 to 45-3-7
- Status
- In effect
- Took effect
- May 7, 2025
- Applies to
- Persons who publish or cause publication of content using another's personal identity for commercial purposes, and those who distribute identity-faking technology.
- Enforced by
- Private civil actions (no designated administrative agency).
Utah broadened its abuse-of-personal-identity law to cover AI-generated and other artificial recreations of a person's identity. 'Personal identity' now includes a person's video likeness, voice, and audiovisual appearance, plus any simulation or artificial recreation made through generative AI, computer animation, or digital manipulation. It is unlawful to use someone's personal identity this way for commercial purposes without consent, and to knowingly distribute, sell, or license technology whose primary purpose is unauthorized identity-content creation. Exemptions cover news, art, and parody.
Who is protected: Individuals whose name, likeness, voice, or audiovisual appearance (including AI-simulated versions) is used without consent.
Legal detail
S.B. 271 (2025) amends Utah Code 45-3-2 to expand 'personal identity' to include video likeness, voice, and audiovisual appearance plus AI/computer simulations, amends 45-3-3 to treat unauthorized commercial use and distribution of identity-faking technology as abuse, adds exemptions at 45-3-7, and preserves a private right of action (45-3-4, 45-3-5) for injunctive relief, damages, exemplary damages, and attorney fees.
Key facts
| Jurisdiction | Utah |
|---|---|
| Level | State |
| Strength | Moderate |
| Enacted | March 25, 2025 |
| Citation | Utah Laws 2025, S.B. 271; Utah Code 45-3-2 to 45-3-7 |
| Private right of action | Yes, individuals can sue |
| Penalties | Private right of action: injunctive relief, damages, exemplary damages, and reasonable attorney fees and costs. |
| Topics | deepfakes · AI-generated images |
| Bill text | S.B. 271, Unauthorized Artificial Intelligence Impersonation Amendments (Enrolled), Utah Legislature 2025 |
More AI rules in Utah
- Utah HB 76 data center water transparency (2026) · In effect
- Utah EO 2026-08 pro-human AI in state government · In effect
- UT HB 101 (2019 AV statute) · In effect
- UT drone-wildfire law · In effect
- Utah H.B. 148 (computer-generated CSAM & intimate images count as illegal) · In effect
- Utah H.B. 238 (AI-generated child sexual abuse material is illegal) · In effect
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) · Blocked / in litigation
- xAI v. Harwood (Grok NCII Counter-Suit 2026) · Blocked / in litigation
- Arizona HB 2133 deepfake sexual content — vetoed 2026 · Vetoed
- Arizona HB 2678 — AI-generated CSAM criminalized · In effect
- MN HF 1606 AI Nudification Ban (2026) · In effect
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