Bill 24: An Act to protect consumers against the misleading or fraudulent use of a person’s identity or image

This bill primarily affects businesses operating in Quebec that run digital advertising campaigns, including marketers, ad agencies, influencer platforms, and any company that uses real people's faces, voices, or likenesses to promote products or services. If you're running ads on social media or digital platforms featuring a real person — whether a celebrity, an employee, or a generated likeness — you now need documented consent from that person before publishing. E-commerce sellers, financial product promoters, and entertainment ticket sellers are among those likely scrutinized most closely, given the bill's focus on consumer deception. Digital intermediaries that distribute paid advertising are also in scope, meaning ad networks and platforms that knowingly carry non-consented identity-based ads could be found to have 'permitted' the violation.