MS HB1654

Prohibits unauthorized use of a living person's name, voice, signature, photograph, or likeness for advertising or selling products without prior consent, with minimum damages of $750 or actual damages plus profits, whichever is greater.

Requires injured parties to prove only gross revenue from unauthorized use; violators must prove deductible expenses; allows punitive damages and attorney's fees to prevailing parties.

Defines "readily identifiable" photographs as those where viewers can reasonably determine the person depicted; excludes uses in news, public affairs, sports broadcasts, and political campaigns from consent requirements.

Extends rights to deceased personalities' names, voices, signatures, and likenesses, with consent requirements passing to surviving spouses, children, and grandchildren according to a specified inheritance hierarchy.

Establishes a registration system with the Mississippi Secretary of State for successors claiming rights to deceased personalities; limits actions to 70 years after death; exempts media owners and employees from liability unless they had knowledge of unauthorized use.