MA H1615

Amends Chapter 214, Section 3A of Massachusetts General Laws to expand protections for individuals' name, likeness, voice, portrait, or picture against unauthorized use for advertising or trade purposes

Defines "likeness" to include digitally created representations and "voice" to include both actual voices and simulations, addressing AI-generated deepfakes and synthetic media

Allows civil action in superior court to prevent unauthorized use and recover damages, with courts authorized to award treble damages for knowing violations

Establishes that a person's name, likeness, voice, portrait, or picture constitutes personal and intellectual property exclusive to that individual

Extends protections for 10 years after death, with possible renewal in 5-year periods (up to 70 years post-death) if the estate demonstrates continued authorized public use of the likeness or voice