Utah Unauthorized AI Impersonation (SB 271)
In effect since May 7, 2025.
Overview
Expands Utah's abuse of personal identity law to cover AI-generated deepfakes and digital replicas used for commercial purposes without consent. Prohibits distributing software primarily designed for unauthorized commercial impersonation. Covers AI-generated simulations of voice, video likeness, and audiovisual appearance. Not limited to deepfakes: it covers commercial misuse of personal identity including non-AI methods. First Amendment exemptions for newsworthiness, artistic expression, and parody. The software distribution prohibition targets nudification apps and similar tools.
This is an AI-specific state law.
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Utah AI regulation guide lists every tracked rule for this jurisdiction with timelines and obligation tallies.
Who this applies to
This regulation applies to both companies that build AI products and companies that use AI tools from other vendors.
AI categories covered
- Consumer-facing AI
- General purpose AI
Specific AI use cases:
- Content generation
- synthetic media manipulation
- voice likeness synthesis
- political synthetic media
What this requires you to do
Prohibited practices
Prohibited practices. Review this obligation in the source text.
Consent required
Obtain consent. Get explicit permission from individuals before collecting or using their data with AI.
Enforcement and penalties
Civil damages via private right of action. Injunctive relief, actual damages, attorneys' fees.
Private Right of Action
This rule allows private plaintiffs to bring claims directly, in addition to government enforcement.
Legislative history
How this law got here
Latest
effectiveTakes effect
- signed
Signed by Governor Cox
Earliest
Cross-referenced regulations
Related rules commonly reviewed together with this entry.
Related regulations in Utah
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Source and verification
View source texthttps://le.utah.gov/~2025/bills/static/SB0271.html
Last verified:
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