S.B. No. 1960 introduces comprehensive regulations concerning digital replication rights for individuals' voices and visual likenesses in Texas. The bill amends the Business & Commerce Code by adding Title 14A, which defines "digital replicas" and establishes the rights of individuals and their heirs to control the use of their likenesses in digital formats. It specifies that these rights are property rights that can be licensed but not assigned during the individual's lifetime, and they remain valid posthumously for a specified duration. The legislation also allows individuals to pursue legal action for unauthorized use of their likenesses, while outlining permitted and restricted uses of digital replicas.

Furthermore, the bill introduces a new subchapter titled "Online Service Provider Duties," which mandates online service providers to handle notifications regarding unauthorized digital replicas responsibly. Providers must designate an agent for receiving notifications and ensure the agent's contact information is publicly available. The bill also includes provisions for the registration of postmortem rights, allowing right holders to maintain control over a deceased individual's likeness, and establishes enforcement mechanisms for violations. Notably, it clarifies that existing contracts will take precedence in case of conflicts with the new provisions, and the new regulations will apply only to conduct occurring after the bill's effective date of September 1, 2025.

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