The American Medical Association has outlined a policy framework to address AI-generated deepfakes impersonating physicians.
According to an April 29 press release shared with Becker’s, the framework, developed by the AMA Center for Digital Health and AI, establishes protections for physician identity and aims to address risks tied to manipulated images, audio and video used to mislead patients and the public.
The policy includes seven key principles, including defining physician identity as a protected right and prohibiting deceptive medical impersonation without informed consent. It also calls for opt-in, revocable consent for use of a physician’s likeness and mandates clear labeling and transparency for AI-generated content.
Additional provisions place responsibility on platforms, hospitals and AI vendors to prevent impersonation through safeguards such as takedown mechanisms and labeling. The framework also calls for enforcement tools, including audit logs and federal oversight, and aims to minimize administrative burden through standardized consent processes.
The AMA said it will use the framework to guide collaboration with lawmakers, regulators and industry stakeholders to address risks tied to AI-generated physician impersonation.
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