NO FAKES Act
The NO FAKES Act is a 2026 U.S. bill creating a federal property right over a person's voice and visual likeness to prevent unauthorized digital use.
The NO FAKES Act, formally titled the Nurture Originals, Foster Art, and Keep Entertainment Safe Act of 2026 (S. 4591), is a U.S. federal bill that establishes the first national property right over a person's voice and visual likeness. Unanimously advanced by the Senate Judiciary Committee in June 2026, it aims to legally protect individuals from unauthorized digital reproductions or distortions of their identity in media and entertainment.
What this means in real life
A shopper buys what appears to be a designer handbag on a marketplace but receives a fake. Under this law, the platform would be required to verify the seller's identity upfront and alert the brand if counterfeits are suspected, reducing such incidents.
What it isn’t
This is not a law banning online shopping or requiring all products to be government-certified. It specifically targets seller accountability and counterfeit prevention, not product safety standards or consumer purchase restrictions.
Commonly misused online
Social media often conflates this with general 'marketplace regulation,' implying it restricts all small sellers or requires expensive licensing. In reality, it focuses on identity verification and counterfeit reporting, not broad seller gatekeeping.