Take It Down Act Takes Effect, Requiring 48-Hour Removal of Sexual Deepfakes
The Take It Down Act, signed into law last May by President Trump, is now fully in effect. The law does two things: it immediately criminalizes the distribution of nonconsensual intimate imagery (NCII), whether real or AI-generated, and it requires online platforms to remove such content within 48 hours of receiving a valid takedown request. The removal obligation took effect one year after passage, on May 19, 2026.
The law is notable for explicitly covering AI-generated material - deepfakes - alongside real imagery, reflecting how generative tools have made the creation of synthetic NCII accessible without technical expertise. Many US states already had partial NCII laws, but federal coverage creates a uniform standard and places takedown obligations on platforms operating nationally.
Critics and legal experts have raised concerns about two aspects of the law. First, the 48-hour removal window creates pressure on platforms to act quickly on claims that may not be verified, which could enable bad-faith takedown requests targeting legitimate content - a pattern seen with other notice-and-takedown regimes like DMCA. Second, the practical experience of victims trying to use the mechanism may be inconsistent, particularly for content that has already spread across multiple platforms or jurisdictions.
For the generative AI space specifically, the law creates a compliance obligation for platforms that host user-generated or AI-generated video and image content, and raises questions about how platforms will handle deepfake detection at scale when evaluating incoming removal requests.
