Spurred by the growing threat of deepfakes, the FTC is seeking to modify an existing rule that bans the impersonation of businesses or government agencies to cover all consumers.
The revised rule — depending on the final language, and the public comments that the FTC receives — might also make it unlawful for a GenAI platform to provide goods or services that they know or have reason to know is being used to harm consumers through impersonation.
“Fraudsters are using AI tools to impersonate individuals with eerie precision and at a much wider scale,” FTC chair Lina Khan said in a press release. “With voice cloning and other AI-driven scams on the rise, protecting Americans from impersonator fraud is more critical than ever. Our proposed expansions to the final impersonation rule would do just that, strengthening the FTC’s toolkit to address AI-enabled scams impersonating individuals.”
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