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

Any Quebec business that uses real people's faces, voices, or likenesses in advertising, marketing, or promotional content will be directly affected — this includes digital marketers, social media advertisers, financial services firms, e-commerce operators, and anyone running influencer or celebrity-style campaigns. Businesses in the financial sector face an added layer of oversight, as the AMF can issue orders specifically targeting identity misuse in financial product promotions. Even technology intermediaries — like platforms or hosting services that store or distribute such content — can be ordered to stop facilitating prohibited practices. Size doesn't offer shelter here: a solo operator running targeted ads using an AI-generated likeness faces the same prohibition as a large marketing agency, and violations can trigger both administrative monetary penalties and penal sanctions.