Crackdown on Deepfakes: New Bill to Criminalise AI Impersonation

Fianna Fáil TD Malcolm Byrne today introduced the Protection of Voice and Image Bill 2025, a major step forward in protecting individuals from the malicious misuse of their identity through AI and emerging technologies.

 

The Bill creates a standalone criminal offence for those who knowingly exploit another person’s name, image, voice or likeness without consent, particularly when used to cause harm or deceive the public. It specifically targets deepfakes and digital impersonations, addressing the growing threat posed by rapidly advancing artificial intelligence.

 

Speaking at the launch, Deputy Byrne said, “This legislation is essential to tackling the increasing misuse of AI. We’ve all seen manipulated videos and audio clips where public figures appear to say or do things they never did. Right now, it only takes minutes to fabricate a damaging deepfake and spread it to thousands online.

 

“For the same reason counterfeit money is dangerous, we trust what we see and what we are familiar with. That is why AI and deepfakes pose such a dangerous threat.”

 

The Bill makes it an offence to publish, distribute, or otherwise make public any manipulated or unauthorised use of a person’s identity for the purposes of advertising, political messaging, fundraising, or influencing public opinion, without the individual’s consent. This includes technologies or software designed primarily to replicate someone’s likeness or voice.

 

Deputy Byrne continued, “This isn’t just about protecting celebrities or politicians. It’s about protecting everyone from having their identity hijacked. This Bill criminalises bad actors who use someone’s face or voice to mislead, manipulate, or harm.

 

“It also plays a crucial role in the wider fight against misinformation and disinformation, especially as AI-generated content becomes more realistic and harder to detect.”

 

Byrne highlighted the risks posed by hostile foreign actors, referencing known disinformation campaigns by states such as Russia and North Korea.

 

“While this Bill isn’t aimed directly at malicious states, it’s a critical first step in holding individuals accountable and sparking wider public awareness of the risks AI poses to our democracy and personal safety.

 

“Hopefully this will get the ball rolling towards a wider societal conversation on how to combat the growing threat of these States using AI to sow social unrest."

 

Concluding, Deputy Byrne said, “We need laws that evolve with the technology. This Bill is a vital move to safeguard individuals in a fast-changing digital world. The sooner it becomes law, the safer we’ll all be online. There’s more work ahead, and I’ll continue to push with my Fianna Fáil colleagues to ensure we stay ahead of the curve.”

 

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