A Congressional effort to address the rise of deepfaked images and videos has the support of several major tech companies, including YouTube. As the Google-affiliated platform expands its own suite of AI-combatting tools, it is throwing its weight behind the No Fakes Act, which was reintroduced in Congress this week.

The No Fakes Act is a bipartisan proposal that gives individuals the right to control digital replications of their likeness. That ownership can be transferred to an estate in the event of the affected individual’s death, and digital likeness rights would not expire until 70 years postmortem.

The bill is sponsored by Senators Marsha Blackburn (R-Tn), Chris Coons (D-de), Thom Tillis (R-nc), and Amy Klobuchar (D-Mn). It failed to gain traction upon its initial introduction last year, with organizations like the Motion Picture Association (MPA) questioning whether the statute would violate First Amendment free speech protections.

Blackburn and co.