The proliferation of TikTok videos utilizing AI-generated voiceovers has emerged as a notable concern over the past couple of years. In Japan, multiple instances have surfaced where the voices of renowned anime voice actors have been appropriated without consent to train machine learning models, subsequently generating character-based content for commercial gain. Despite this, no legal framework currently exists to safeguard their voices from such misuse and infringement.
Recently, the Japanese government has initiated discussions aimed at establishing clearer protections for voices under publicity rights. According to TV Asahi News, on July 27, the Ministry of Justice endorsed the initial draft of these guidelines, which could classify unauthorized AI-generated voice replication and online monetization as violations of publicity rights—akin to using a celebrity’s image or name in advertising without authorization.
Following this development, TBS News Dig, a Japanese media outlet, conducted an interview with voice actress Megumi Ogata, celebrated for her portrayal of Shinji in Neon Genesis Evangelion, regarding the matter. Regarding AI voice generators that replicate actors’ voices and their deployment in monetized content, Ogata expressed that it is an issue she “cannot overlook.”
“My voice is integral to my identity. I genuinely fail to grasp why someone would want to make me utter things I never intended to say at their discretion and then market it as my own voice. It’s devastating,” she stated.
Ogata elaborated that the challenge of unauthorized generative AI training extends beyond voices to encompass all forms of Japanese content, such as anime and manga. “Why can’t Japan, a nation that prides itself as a content powerhouse, establish guidelines for content usage or communicate to the world, ‘this is our stance,’ or ‘this is an issue for us?’”
In May of this year, Ogata participated in the Ministry of Justice’s review meeting alongside fellow voice actors to address this issue. From the outset, Ogata has advocated for the position that “unauthorized AI generation must be halted.” It is plausible that the collective pressure from seasoned industry professionals prompted the government to take action in formulating clear guidelines to protect the publicity rights of voice actors.
In a separate recent incident, voice actor Kenjiro Tsuda, recognized for his roles as Kento Nanami in Jujutsu Kaisen and Seto Kaiba in Yu-Gi-Oh!, initiated legal proceedings against TikTok’s operators over the unauthorized use and commercial exploitation of his voice. The videos, which employed AI to emulate Tsuda’s distinctive deep voice, were estimated to generate monthly revenues between 500,000–750,000 yen (approximately $3,100–4,700 USD).
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