08/01/2024
Are you a content creator?
The so-called “right of publicity” is an area of intellectual property that is protected on a state-by-state basis. Tennessee has both common law protections, and up until very recently, statutory protections under what was called "Personal Rights Protection Act of 1984.”
The “Ensuring Likeness, Voice, and Image Security Act of 2024” (ELVIS Act) was signed into law by Governor Bill Lee on March 21, 2024 and was effective July 1. This new statute, T.C.A. Section 47-25-1101 et seq., replaces and makes substantial changes to the prior statute.
For anyone who incorporates characteristics of other individuals into “advertising products, merchandise, goods, or services, or for purposes of fundraising, solicitation of donations, purchases of products, merchandise, goods, or services” should be aware of the legal requirements to do so in Tennessee law.
The law includes protection for deceased individual's name, photograph, voice, or likeness.
“[K]nowledge that use of the voice or likeness was not authorized” is not required to incur civil liability. If a “person distributes, transmits, or otherwise makes available an algorithm, software, tool, or other technology, service, or device, the primary purpose [of which] is the production of a particular, identifiable individual’s photograph, voice, or likeness” with knowledge would result in liability as well.
Exemptions are only recognized “to the extent such use is protected by the First Amendment.” Defenses to an action alleging violation of the statute include uses “[f]or purposes of comment, criticism, scholarship, satire, or parody.” There is also an exception for audiovisual (film and video) for “[a] representation of the individual as the individual’s self in an audiovisual work”.
The Act also gives a right of action to a recording company if an artist is under an agreement for their exclusive personal services as a recording artist or to distribute sound recordings that contain an individual’s audio performances and that recording artist’s voice is used by a third party without permission.
There numerous other issues addressed in the new statute that are complicated and will certainly be the subject of litigation and statutory revisions.
In short, don’t use an individual’s name, photograph, likeness, or voice without an appropriately drafted document giving permission for the use(s).