The demo is always flawless
It’s the paperwork that has plot twists. AI celebrity ads are everywhere right now: a famous face, a famous voice, a campaign built in days instead of a shoot week. Tempting. Also easy to get wrong in ways no edit can fix. So before you sign anything, ask the vendor these five questions.
1. Who said yes?
Get written consent for this exact use, from the person or their representatives. “We found them online” is a red flag. So is a vague yes.
2. What exactly are you buying?
Face, voice, or both? Which platforms and countries? Which products? Paid ads, organic, or both? For how long? If it isn’t in the contract, assume it isn’t included.
3. What happens when the license ends?
Can the ad stay live on your own channels, or does it come down everywhere? Find out before the campaign, not after.
4. Who approves the words?
A synthetic endorsement can say anything, including things the person never said or believes. Scripts and claims need sign off, and a misleading endorsement is still misleading when a model delivers it.
5. How is it labelled?
Disclosure rules are tightening. India’s 2026 IT rules, for example, now cover labelling of AI generated content, and platforms keep updating their own policies.
The legal ground is moving too
The US still has no federal likeness law, so state publicity laws do the heavy lifting. The NO FAKES Act cleared the Senate Judiciary Committee in June 2026, but as of the latest reports it had not become law. Check where it stands before you plan around it.
One email tells you everything
A vendor who can’t answer all five in one email has answered anyway. (General information, not legal advice. Loop in a lawyer before you sign.)