Fla. Stat. § 540.08(2)-(3)
Plain Language
No person may commercially publish, display, or use an individual's name, portrait, image, or likeness — whether created through generative AI (subsection 2) or otherwise (subsection 3) — without express consent from the individual, an authorized representative, or (if deceased) an authorized licensee or surviving spouse/child. The AI-specific provision (subsection 2) extends existing right-of-publicity protections to AI-generated likenesses, covering post-mortem rights with a 40-year window after death. Consent may be written or oral. News media exceptions apply, though AI-generated content used in news must include a clear acknowledgment of speculation regarding authenticity. Remedies include injunctive relief, actual damages including reasonable royalty, and punitive or exemplary damages. An additional civil penalty of up to $1,000 per violation applies for unauthorized use of a servicemember's likeness.
Statutory Text
(2) A person may not publish, print, display, or otherwise publicly use for trade or for any commercial or advertising purpose the name, portrait, photograph, image, or other likeness of an individual created through generative artificial intelligence without the express written or oral consent to such use given by any of the following: (a) The individual. (b) Any other person authorized in writing by the individual to license the commercial use of the individual's name, image, or likeness. (c) If the individual is deceased: 1. A person authorized in writing to license the commercial use of the individual's name, image, or likeness; or 2. If a person is not authorized, any one individual from a class composed of the deceased individual's surviving spouse and surviving children. A legal parent or guardian may give consent on behalf of a minor surviving child. (3) A person may not publish, print, display or otherwise publicly use for purposes of trade or for any commercial or advertising purpose the name, portrait, photograph, image, or other likeness of an individual without the express written or oral consent to such use given by any of the following: (a) The individual. (b) Any other person authorized in writing by the individual to license the commercial use of the individual's name, image, or likeness. (c) If the individual is deceased: 1. A person authorized in writing to license the commercial use of the deceased individual's name, image, or likeness; or 2. If a person is not authorized, any one individual from a class composed of the individual's surviving spouse and surviving children. A legal parent or guardian may give consent on behalf of a minor surviving child.