Bill H.387, introduced by Representative Priestley, aims to enhance consumer protection by establishing a requirement for individuals to obtain consent before using another person's name, likeness, voice, portrait, or picture in a commercial context. This legislation seeks to create a property right concerning an individual's personal characteristics, thereby ensuring that individuals have control over how their identity is utilized in commercial settings.

The bill emphasizes the importance of personal consent in the use of one's identity, reflecting a growing recognition of digital property rights in the age of technology and social media. By mandating consent, the legislation aims to protect individuals from unauthorized exploitation of their personal attributes, thereby reinforcing their rights in the digital marketplace.