The Japan Actors Union has introduced comprehensive guidelines to regulate the use of AI-generated voices, imposing significant restrictions and an outright ban on replicating the voices of deceased actors without explicit prior consent.
These new rules, detailed by Automaton, are designed to combat the exploitation of voice actors within the industry due to generative AI advancements. This initiative follows a notable case where voice actor Kenjiro Tsuda attempted to take legal action against TikTok for unauthorized AI voice imitations, though he ultimately lost the case, it did establish a precedent for voice protection under publicity rights.
The union's guidelines address four key areas. Firstly, consent is paramount, requiring explicit permission at every stage of the AI generation process, including model training. Secondly, any AI-generated replication of an actor's performance is to be considered a new performance, necessitating the payment of royalties or compensation to the actor.
Thirdly, the guidelines cover AI-powered translations of performances. These must preserve the original work's artistic integrity and cannot be used in overseas regions without permission. Finally, the union has implemented a strict ban on using generative AI for the work of deceased actors. Such use is only permissible if the actor had expressly authorized it during their lifetime. Even with such authorization, AI companies must secure permission from the actor's family, their affiliated agency or company, and pay royalties.
While these guidelines are not legally binding, the Japan Actors Union intends to establish them as industry-wide rules and advocate for government legislation to protect 'voice rights.' The union emphasized that despite technological progress, 'living, breathing human expression' and 'respect for rights' must remain central.
This push from the Japan Actors Union adds to growing pressure against the generative AI industry in Japan, with similar collectives in Western countries also voicing concerns about the technology's impact, with some describing it as "catastrophic".