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 for individuals regarding their personal characteristics, ensuring that their identity is not exploited without permission.

The bill emphasizes the importance of individual rights in the digital age, where personal characteristics can be easily used for commercial gain. By mandating consent, the legislation aims to protect individuals from unauthorized use of their identity, thereby reinforcing their control over their personal image and likeness in commercial settings.