Regards unauthorized use of an individual's persona, deepfakes

HB 367 amends Ohio law to strengthen protections against the unauthorized commercial use of a person's name, voice, image, or likeness, commonly known as the right of publicity. The bill explicitly prohibits creating or using deepfake recordings that reasonably confuse viewers into believing the depicted individual actually performed the action, extending these protections to living people and their estates for up to sixty years after death. To use someone's persona for advertising, fundraising, or commercial products, the bill requires obtaining written consent from the individual or their legal heirs, while exempting uses related to news reporting, sports broadcasts, and political campaigns. Additionally, the legislation clarifies who has the authority to grant consent and who can file a lawsuit for violations, ensuring that only those with majority ownership or specific written authorization can pursue legal action.