artificial intelligence
April 22 2026
New York leads the U.S. in deepfake regulation with a Deepfake Anxiety Score of 98.4, according to a 2025 BranditScan study, driven by 31 legislative bills and widespread public efforts to remove likenesses from AI databases. As AI platforms generate over 30 million images daily, the national legal framework remains a patchwork — leaving fashion, beauty, and retail brands exposed
Arthur Zaczkiewicz
New York leads the U.S. in deepfake regulation with a Deepfake Anxiety Score of 98.4, according to a 2025 BranditScan study, driven by 31 legislative bills and widespread public efforts to remove likenesses from AI databases. As AI platforms generate over 30 million images daily, the national legal framework remains a patchwork — leaving fashion, beauty, and retail brands exposed to synthetic image risk with inconsistent legal recourse depending on where they operate.
As AI platforms such as Grok and Nanobanana flood the Internet with over 30 million new images daily, a recent research report reveals a growing wave of “Deepfake Anxiety” across the U.S.. Topping the list is New York, where residents and lawmakers are mounting the nation’s most aggressive defense against the misuse of personal images.
The study, conducted by AI-powered copyright agency BranditScan, analyzed search trends and legislative activity to rank states on a 100-point “Deepfake Anxiety Score.” The research highlights a widening gap between the rapid advancement of AI tools and the legal frameworks intended to control them.
Why Are New York and California Leading Deepfake Legislation?
New York secured the top spot with a score of 98.4. The state’s concern is reflected in both public behavior and government action as roughly 1 in every 850 New Yorkers is actively searching for ways to scrub their likeness from AI databases. In response, Albany has become a powerhouse of regulation, introducing 31 separate bills targeting deepfakes, which is the highest volume in the country.
California follows closely in second place (Score: 93). As the first state to pass deepfake legislation back in 2019, California remains a leader in the fight. More than 30,000 residents monthly are now searching for ways to remove their images from Google and AI platforms, prompting lawmakers to introduce 29 protective bills to date.
Why Does Vermont Have High Deepfake Anxiety but Weak Laws?
While New York leads in total legislation, the study found that individual privacy concerns are most acute in Vermont. The Green Mountain State ranks third overall, but boasts the highest per-capita search rate for image removal. One in every 400 residents is actively trying to keep their photos private.
Despite this high public concern, Vermont’s legislative response is still in its infancy, having passed its first law in 2024 and introduced only three bills so far.
Which States Rank Highest for Deepfake Concern in 2025?
- New York (Score: 98)
- California (Score: 93)
- Vermont (Score: 84)
- New Hampshire (Score: 79)
- Rhode Island (Score: 77)
- Hawaii (Score: 73)
- Illinois (Score: 68)
- North Dakota (Score: 66)
- Oregon (Score: 65)
- Wyoming (Score: 64)
What Does Effective Deepfake Regulation Actually Require?
The rise in anxiety comes on the heels of several high-profile controversies involving AI-generated content. Experts point to recent incidents, such as the arrest of middle schoolers in Florida for creating fake explicit images of classmates, and the proliferation of non-consensual sexualized imagery on social media platforms like X.
“Deepfakes can harm regular people just as much as politicians,” said an AI expert from BranditScan. “The solution requires regulation on both ends: laws that punish people who create harmful deepfakes and restrictions on AI companies controlling what their tools can generate in the first place.”
As states such as Rhode Island and North Dakota only recently enacted their first laws in 2025, the report suggests that while public fear is peaking, the national legal landscape remains a patchwork of varying levels of protection. For now, New Yorkers remain the most vigilant, and the most protected, in an increasingly synthetic digital world.
Related article: The Bionic Retail Era: How AI and ‘Agentic Commerce’ Are Rewriting the Rules
Photo Credits: Nick Fancher
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