The United States has begun enforcing a new law requiring technology companies to remove sexual deepfakes and other non-consensual intimate images from their platforms, as concerns grow over the misuse of artificial intelligence tools online.
The legislation, known as the Take It Down Act, was signed into law by Donald Trump last year. It criminalises the online distribution of intimate imagery shared without consent, including explicit content generated using artificial intelligence.
Under the new rules, platforms must now provide a system for victims to report such content and are required to remove it within 48 hours of receiving a valid request or face possible penalties.
The Federal Trade Commission said enforcement officially began on Tuesday. FTC Chairman Andrew Ferguson confirmed that warning letters had already been sent to major technology firms, including Meta, TikTok, X, and Snapchat
According to Ferguson, protecting vulnerable users, particularly children, remains a top priority for both the agency and the administration.
In response to the new law, X said non-consensual intimate images and exploitative behaviour would not be tolerated on the platform.
The issue gained wider attention earlier this year after criticism surrounding Grok, the AI chatbot developed by xAI and owned by Elon Musk. Researchers alleged the tool was used to generate millions of sexualised images of women and minors without consent within days.
Despite support for the law, some experts have raised concerns over its possible impact on online speech.
Riana Pfefferkorn, a policy fellow at the Stanford Institute for Human-Centered Artificial Intelligence, warned that the legislation could encourage platforms to remove content too quickly without proper verification.
She argued that the pressure to avoid penalties may create a “remove first” approach that could affect consensual adult content, transgender communities and political expression.
Free speech advocates have also warned that companies may begin aggressively moderating lawful content to reduce legal risks.
Experts say the rapid spread of AI-powered “nudification” tools has made regulation increasingly difficult worldwide. Cases involving non-consensual deepfake pornography have affected celebrities, politicians and ordinary individuals alike.
Among the most widely reported victims is Taylor Swift, whose AI-generated explicit images circulated widely online. Researchers, however, say teenage girls and women outside public life remain especially vulnerable.
Several schools across US states, including California and New Jersey, have also recorded incidents involving students using AI tools to create fake explicit images of classmates.
Experts warn that such material can fuel harassment, bullying and blackmail, with potentially severe mental health consequences for victims.
