California Senate discusses SB 683 for quicker protection against likeness misuse

A proposed bill aimed at updating California's privacy laws took center stage during the Assembly Judiciary Committee meeting on June 17, 2025. The legislation, known as SB 683, seeks to enhance protections against the unauthorized use of an individual's likeness, voice, or signature, which has been a legal concern for nearly four decades.

The bill's author emphasized the need for immediate legal remedies, stating that the current law does not adequately address the rampant misuse of personal likenesses in advertising and media. "The exploitation of one's likeness can have serious social, mental, and economic ramifications," the author noted, urging committee members to support the bill for the sake of individual protection.

A key feature of SB 683 is the provision allowing individuals to seek a temporary restraining order (TRO) against unauthorized use. If granted, the respondent must comply within two business days, a timeline that has sparked debate among committee members and stakeholders. Critics, including representatives from the Motion Picture Association and the Recording Industry Association of America, expressed concerns that the two-day compliance period could hinder prompt action against misuse. They argued for immediate compliance instead, suggesting that the two-day default could be detrimental to rights holders.

Committee members raised questions about the necessity of the bill, given existing laws that already allow for injunctive relief. Some expressed confusion over the opposition's stance, questioning why there would be resistance to a bill that aims to clarify and streamline the process for seeking legal remedies.

Despite the opposition, many committee members voiced their support for the bill, recognizing the importance of addressing privacy issues in the digital age. They acknowledged the need for clear legal pathways for individuals, particularly in cases involving domestic violence or exploitation.

As discussions continue, the bill's author remains committed to working with stakeholders to address concerns and refine the legislation. The committee's deliberations highlight the ongoing challenge of balancing individual rights with industry interests in an evolving legal landscape. The next steps will involve further dialogue to ensure that the bill effectively protects individuals while considering the implications for commercial speech and First Amendment rights.