The NO FAKES Act of 2025 aims to safeguard the intellectual property rights of individuals concerning their voice and likeness, particularly in digital formats. It establishes a "Digital Replication Right," allowing individuals and their rights holders to control the use of their likenesses in digital replicas. This right is treated as property that cannot be assigned during a person's lifetime but can be licensed, and it extends beyond death, enabling heirs to manage these rights for up to 70 years.