The Punjab government has taken a significant step to regulate artificial intelligence and protect creative professionals by preparing the Punjab Performers Digital Identity and Artificial Intelligence Protection Act, 2026. This proposed legislation introduces strict penalties, including up to three years of imprisonment and multi-million-rupee fines, for the unauthorized use of artists' voices, faces, and digital identities through AI technologies.
First-of-its-Kind Initiative in Pakistan
Described as a pioneering effort in Pakistan, the bill aims to safeguard performers from AI-powered voice cloning, deepfakes, and other forms of digital impersonation. Under the draft law, an artist's digital identity—including their voice, facial likeness, image, and other recognizable attributes—will be recognized as legally protected property.
Key Provisions of the Proposed Law
According to the proposed framework, no individual, company, media organization, or technology platform will be allowed to use an artist's voice, face, or digital replica through artificial intelligence without obtaining the artist's prior, explicit, written, and purpose-specific consent. Any AI-generated performance involving a performer's likeness will require a separate contract and compensation agreement.
Regulation of Voice Cloning and Deepfakes
The bill introduces strict regulations on voice cloning and AI-generated deepfakes, seeking to curb the growing misuse of artificial intelligence in entertainment, advertising, political messaging, and digital media. It specifically proposes severe penalties for the creation or dissemination of AI-generated content that falsely suggests an artist's endorsement, support, or participation in commercial, political, or public campaigns.
Transparency and Disclosure Requirements
To enhance transparency, the legislation would make it mandatory for all AI-generated content involving performers to carry a clear disclaimer informing viewers or listeners that artificial intelligence has been used in its creation. Failure to disclose such use could attract legal action.
Digital Rights Registry
The draft law also proposes the establishment of a Digital Rights Registry in Punjab, where performers would be able to register and protect their digital identities. The registry is intended to serve as an official mechanism for verifying ownership rights and monitoring the lawful use of digital replicas.
Protection for Minors and Deceased Artists
Special safeguards have been included for performers under the age of 18. Any use of a minor's digital identity through AI tools would require parental or legal guardian consent in addition to other legal protections provided under the law. The legislation further extends protection to deceased artists, proposing that their digital identities remain legally protected for 25 years after death. During this period, any commercial or public use of their digital likeness would remain subject to legal authorization.
Penalties and Compliance
Officials say the proposed law establishes new legal boundaries and compliance requirements for AI developers, media organizations, advertisers, production houses, and digital content creators operating in Punjab. Violations of performers' digital identity rights could result in fines running into tens of millions of rupees, in addition to criminal penalties.
A New Benchmark for Artists' Rights
The Punjab government believes the legislation will set a new benchmark for protecting artists' rights in the era of artificial intelligence, while ensuring that innovation in AI develops within a transparent, accountable, and rights-based regulatory framework.
