The Japan Actors Union, which has approximately 2,600 actor and voice actor members, has proposed industry guidelines for generative AI, requiring companies to clearly inform artists before using their voices to train models and to negotiate specific uses, wages, and licensing fees. This proposal aims to strengthen artists' control over their own voices and performances, rather than imposing a complete ban on the technology.
Under these guidelines, an artist's consent to generate synthetic voice should be treated similarly to authorizing a company to use their likeness. A standard recording license cannot automatically extend to unrestricted model training and reuse rights. The scope covers not only direct voice cloning but also the use of AI to convert existing performances into other languages.
For deceased actors, the union has proposed stricter conditions. AI may not be used to simulate their voices unless the actor gave consent during their lifetime; even with prior authorization, users must still obtain permission from surviving family members, legal heirs, or rights and asset management agencies, and the relevant rights holders should share in the revenue generated from commercial use. The union stated that these requirements are intended to protect the dignity, reputation, and legacy of deceased artists.
Related controversial cases include the use of AI-simulated James Earl Jones' voice to utter offensive content in Fortnite, and the use of Tupac Shakur's image in Stranger of Paradise: Final Fantasy Origin. Currently, this proposal remains a set of guidelines put forth by the union, and it is unclear whether it has been widely adopted by the Japanese entertainment industry or will be transformed into binding regulations.