TikTok videos featuring AI generated voiceovers have become a significant, though often ignored, issue in the past couple of years. In Japan, there have been numerous cases of famous anime seiyuu’s voices being used without permission to feed into machine learning models and produce character-based content for profit. However, there still isn’t any legal framework that protects their voices from misuse and infringement.
Recently, the Japanese government entered discussions about more explicitly protecting voices under publicity rights. As reported by TV Asahi News, on July 27, the Ministry of Justice approved the first draft of those guidelines, under which unauthorized AI generated voice copying and online monetization could constitute infringement of publicity rights (in a similar way that using a celebrity’s likeness or name in an ad without permission would).
In the wake of the news, Japanese media outlet TBS News Dig interviewed voice actress Megumi Ogata, most famous for her role as Shinji in Neon Genesis Evangelion, about the issue. Regarding AI voice generators that mimic the voices of actors and their use in monetized content, Ogata says that it’s a problem she “cannot turn a blind eye to.”
“My voice is a part of my identity. I really don’t understand why somebody would want to make me say things that I don’t want to say as they please and then sell it as my own voice. It’s heartbreaking.”
Ogata explains that the problem of unauthorized generative AI training is not just limited to voices, but extends to all forms of Japanese content, including anime and manga. “Why can’t Japan, which calls itself a content superpower, establish rules for content use or tell the world, ‘this is our policy,’ or ‘this is a problem for us?’”
In May this year, Ogata participated in the Ministry of Justice’s review meeting alongside other voice actors, to discuss the issue. From the start, Ogata has voiced the opinion that “unauthorized AI generation must be stopped.” It is likely that this pressure from various industry veterans is what incentivized the government to finally start making moves on making clear guidelines that would protect the publicity rights of voice actors.
In another recent case, voice actor Kenjiro Tsuda, known for playing Jujutsu Kaisen’s Kento Nanami and Yu-Gi-Oh!’s Seto Kaiba, filed a lawsuit against the operators of TikTok over the unauthorized use and monetization of his voice. The videos, which were made using AI to mimic Tsuda’s iconic deep voice, had been garnering an estimated monthly revenue of 500,000–750,000 yen (about $3100 – 4,700 USD).
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