The Likeness Clearance Standard, v1.0.

Why a standard

Consent for AI likeness use is currently captured tool by tool: one generator asks for a consent video, another runs its own enrollment, a platform runs its own likeness registry. Each yes is locked inside the tool where it was given, and none of it travels with the content to the platform, the brand's legal team or the regulator who asks about it later.

Meanwhile the rules converge on the same two duties from different directions: get real permission, and disclose the AI. The EU AI Act, the SAG-AFTRA agreements and the US state replica laws each demand a piece of the same picture. A standard is not a law. It is a bar you can show you met, in one pass, whichever rule is asking.

The five requirements

R1, Verified identity. The person behind the license is identity-checked with a government ID and a liveness check, and what gets stored is the attestation of that check, not the biometric documents themselves. A license from an unverified name is a license from nobody.

R2, Scoped written license. The grant states the modalities (face, voice, motion), the named production or campaign, the permitted use types, the platforms, the territories, and the start and end dates. No silent perpetual buyouts: renewals are explicit.

R3, Authority chain. If an agency or an estate signs instead of the person, the signed representation and sublicensing authority is on file, and for deceased performers the estate's consent exists where the law requires it. Without this link, everything downstream is unprovable.

R4, Disclosure. The delivered content carries both disclosure layers: the platform-facing AI label and the machine-readable marking (C2PA Content Credentials) embedded in the file, applied as the last step before publishing.

R5, Living proof. Every consent, license and delivery is recorded in a timestamped, tamper-evident form; the license status is checkable live, including revocation; and a named responder can answer any platform flag or legal letter with documents inside 48 hours.

How to use it

If you are a production or a marketing agency: demand the five requirements from whoever licenses you a likeness, and keep R4 and R5 in your own delivery workflow. If you are a talent agency or an estate: run your deals so every grant meets R1 to R3 by construction, because you are the source of the chain. How talicense structures deals to meet this →

talicense applies this standard to its own licensing work and its enforcement scanner watches for uses that meet none of it. For the details behind each requirement, see AI likeness license certificates and how to prove your AI ad has consent.

What this standard does not claim

Meeting it is not platform pre-clearance: no platform today pre-accepts any third-party proof of rights, this standard included. It is not legal advice, and no single law requires all five requirements. Each one maps to a real rule somewhere, the EU AI Act's transparency duties, SAG-AFTRA's consent and compensation terms, California's and Tennessee's replica statutes, and the standard simply takes the strictest common denominator so one clearance holds up everywhere.

Versioning

This is v1.0, published August 2026. The standard will change as the NO FAKES Act advances, as the EU's code of practice on AI content transparency lands, and as platforms open likeness programs. Changes get logged on this page with dates. Feedback: hello@talicense.com.