The Washington Digital Likeness Law (SB 5886) updates the state’s Personality Rights Act for the AI era, extending civil liability for unauthorized use of a person’s name, voice, or likeness to cover forged digital likenesses. Signed March 16, 2026 as Chapter 69, it has been in effect since June 11, 2026.
What the Washington Digital Likeness Law Adds
Where a violation involves an AI-forged likeness, victims can recover noneconomic damages such as pain and suffering and reputational harm in addition to economic damages. That expansion recognizes that a convincing AI forgery can injure a person well beyond lost licensing revenue.
Who Faces Exposure
Advertisers and content producers using AI recreations of real people, living or dead, in Washington face expanded civil exposure. The living-or-dead scope matters, because estates can pursue claims over synthetic recreations just as living subjects can. Anyone building campaigns around synthetic voices or likenesses should secure authorization before publishing.
Source: Washington State Legislature: SB 5886
Report a violation: If you believe a business is violating this law, you can file a complaint with the Washington Attorney General Consumer Protection Division.
