The Hawaii Digital Imitation Law, enacted as Act 247 (HB 2137), makes it unlawful to knowingly publish an AI-generated realistic digital imitation of an identifiable person without consent. It applies when the imitation appears in advertising, causes reputational, financial, or emotional harm, or facilitates fraud, defamation, harassment, or crime. The law has been in effect since July 14, 2026.
Remedies Under the Hawaii Digital Imitation Law
Victims can seek injunctions, damages up to $25,000 per advertisement or actual damages, punitive damages for malice, and attorney fees. The Attorney General can also sue in cases of broad public harm, adding a public enforcement channel on top of private lawsuits.
Exemptions and Compliance
Parody, satire, commentary, news reporting, documentaries, and political or educational expression are exempt, which keeps ordinary journalism and criticism outside the law’s reach. For advertisers and content producers in Hawaii, the compliance rule is simple: secure consent before using AI likenesses of real people. A signed release before production costs far less than defending a per-advertisement damages claim after publication.
Source: Hawaii State Legislature: HB 2137
Report a violation: If you believe a business is violating this law, you can file a complaint with the Hawaii Office of Consumer Protection (Dept. of Commerce and Consumer Affairs).
