TikTok is rolling out a new tool that allows creators to flag videos and accounts that use their likeness without permission. The US-based platform is experimenting with this feature for some users, as revealed by social media consultant Matt Navarra.

Creators can enable the tool after passing an identity verification process via Jumio, which requires both a selfie and ID check. TikTok assures these details are not retained, using only facial information to detect potential unauthorised use of a creator’s likeness.

The system then scans for any AI-generated content that might be using the creator's face or likeness. Creators can review findings and report any posts or accounts they believe are infringing on their rights.

YouTube has already introduced a similar feature, making it available to all adult users recently. This move by TikTok suggests a growing concern over the misuse of creators' likenesses in an era where deepfakes and AI-generated content are becoming increasingly sophisticated.

This tool marks a step towards better protection for online creators but also highlights the ongoing challenges posed by advanced technology, as we try to keep our digital selves safe from imitators.