Deepfakes Heatmap

Wisconsin's 2023 Act 123 (AB 664) has been in effect since publication on March 22, 2024 (signed March 21, 2024). The law requires political campaigns and related entities to label content created or substantially altered using AI in political advertisements. The rule is squarely about political ads — Wisconsin hasn't enacted a broader rule covering deepfakes in social, school, or intimate-image contexts.

• The protection is narrow but real: it covers AI-generated or AI-altered content in political advertisements, not deepfakes in social feeds, group chats, or apps your kids use.
• The label requirement is the practical compliance line — political ads that carry it are inside the rule; ones that don't can trigger enforcement.
• For AI-fakes outside political ads — including content involving minors or non-consensual intimate imagery — Wisconsin hasn't addressed those uses at the state level. Federal rules and platform policies are what apply to those gaps.

• Read 2023 Wisconsin Act 123 (AB 664) on the Wisconsin Legislature site for the exact definition of AI-generated content and the labeling standard.
• If you're concerned about a non-political-ad use of an AI fake — in a school chat, an app, a private message — Wisconsin's Act 123 isn't the relevant rule. Check federal protections and the platform's own policy instead.