MS SB2778

Establishes that every individual has a property right in their own name, likeness, and voice, with these rights being transferable and inheritable for ten years after death, then terminable after two years of non-use or upon death of all heirs.

Creates liability of $50,000 per violation for distributing personalized cloning services without consent, and $5,000 per violation for publishing digital voice replicas or digital depictions without authorization, plus actual damages and profits attributable to unauthorized use.

Requires written consent from counsel and written agreement for use of digital depictions or voice replicas in advertisements or expressive works, with different requirements for minors (court approval needed).

Provides First Amendment defense framework that balances public interest against intellectual property rights, considering factors such as whether use is commercial, fleeting, or necessary to the work's primary purpose.

Establishes four-year statute of limitations for civil actions and exempts student-athletes from the act's provisions while they are enrolled, though protections apply once they cease being student-athletes.