TAKE IT DOWN Act Is Now Enforced: What It Means for Athletes' Images

An athlete's image is their brand. That's the whole point of NIL. It's also why a federal law that hit its compliance deadline this week matters so much to college athletes.

On May 19, the Federal Trade Commission began enforcing the TAKE IT DOWN Act's requirements for online platforms. The law was signed last year, and the FTC had told companies they needed to comply fully no later than May 19.

What platforms have to do

According to the FTC, covered platforms must:

• Offer a removal process for nonconsensual intimate images, with clear and conspicuous notice about how it works.
• Act fast. They must take down the images, and all identical copies, within 48 hours of receiving a valid request.

The FTC said "covered platforms" include various websites, apps and online services, such as social media, messaging, image or video sharing and gaming platforms. As the agency put it, "In the age of AI, anyone can be targeted."

The FTC is paying attention

The FTC hasn't been quiet about this. On May 11, Chairman Andrew Ferguson sent letters reminding companies of their obligations, including Alphabet, Amazon, Apple, Discord, Meta, Microsoft, Reddit, Snapchat, TikTok and X.

When enforcement started May 19, the agency launched TakeItDown.ftc.gov to take complaints about platforms that don't comply or haven't set up a removal process. Then on May 20, it sent warning letters to 12 websites offering so-called "nudify" tools, which let users digitally remove clothing from images to create nonconsensual sexualized content.

"Platforms no longer have any excuses - they must comply with their obligations under the TAKE IT DOWN Act or face the consequences." - FTC Chairman Andrew N. Ferguson

The FTC said companies that fail to comply face civil penalties of up to $53,088 per violation.

Why athletes should care

College athletes are public figures with lots of photos and video online, which makes them likely targets for AI-generated fakes. Until now, getting harmful content taken down could mean chasing platforms with no clear timeline.

The new rules give athletes, and anyone else, a defined process and a 48-hour clock.

A practical checklist

• Know where each platform's removal request process lives
• Screenshot and document anything harmful before reporting it
• Track when you submitted a request so you know when 48 hours is up
• If a platform doesn't act, the FTC is accepting complaints at TakeItDown.ftc.gov
• Loop in your school's compliance or athlete well-being staff, and family

The bigger picture for NIL

NIL is built on athletes controlling how their name and image get used. Laws like this are part of that same idea. As more athletes sell content and experiences directly to fans, protecting the authentic version of their image matters more, not less.

This summary isn't legal advice. If you're dealing with a specific situation, talk to a lawyer or your school.

Sources

• FTC Begins Enforcing the TAKE IT DOWN Act - FTC
• FTC Sends Warning Letters to Companies About Compliance with the TAKE IT DOWN Act - FTC
• FTC Chairman Ferguson Advises Companies to Comply with the Take It Down Act - FTC