FTC begins enforcing Take It Down Act with $53,000 penalties

The immediate enforcement of TIDA shifts platform liability from a reactive 'best effort' model to a mandatory 48-hour service-level agreement. For streaming and social video platforms, this necessitates integrating automated hashing tools and perceptual duplicate detection into existing moderation stacks to handle the volume and speed required. The move highlights a broader regulatory trend where the FTC and DOJ are explicitly targeting the infrastructure of deepfake distribution rather than just individual creators. Industry leaders should track how the 'reasonable efforts' standard for finding duplicates is defined in upcoming case law, as it will determine the required sophistication of hashing databases and content matching algorithms across fragmented services.

The Take It Down Act (TIDA) was signed into law by President Trump on May 19, 2025, after achieving near-unanimous bipartisan support in both the House and Senate. According to Broadband Breakfast (May 2026), the legislation was championed by First Lady Melania Trump as part of a broader federal push to protect minors and adults from AI-enabled digital exploitation. The law specifically addresses 'digital forgeries' and AI-generated deepfakes, ensuring that synthetic media is afforded the same takedown protections as authentic imagery. This federal framework provides a nationwide baseline, complementing the 46 state laws that currently regulate sexually explicit deepfakes (per StackCyber, May 2026).

In the weeks leading up to the May 19, 2026 enforcement deadline, FTC Chairman Andrew Ferguson sent compliance reminders to 15 major technology firms, including Meta, Alphabet, Amazon, and TikTok (per FTC, May 2026). The agency simultaneously launched a public reporting portal, TakeItDown.ftc.gov, to solicit complaints from users whose removal requests are ignored by platforms. Beyond regulatory fines, the law carries criminal weight; the U.S. Attorney’s Office for the Eastern District of New York announced the arrest of two individuals in May 2026 for violating the Act, signaling that the Department of Justice is prioritizing the prosecution of those disseminating NCII.

To meet the Act's technical demands, platforms are increasingly leveraging industry-standard hashing protocols. Since 2021, the Meta-supported StopNCII.org initiative has grown to manage over one million image hashes, using PDQ and PhotoDNA algorithms for images and MD5 for videos to enable proactive detection (per SWGfL, April 2026). However, legal experts noted in Security Boulevard (June 2026) that while these automated tools facilitate compliance, TIDA fundamentally narrows Section 230 protections by imposing an affirmative duty to remove content. The FTC's recent warning letters to 'nudify' tool websites underscore that the agency plans to hold platforms accountable for their overall reporting architecture, not just the eventual removal of specific files.