The American Medical Association (AMA) has rolled out a comprehensive framework to protect physicians from deepfakes generated by unauthorized artificial intelligence.
The guide was created by the organization’s Center for Digital Health and AI and aims to modernize physician identity protection while closing legal gaps. The AMA uses the term “augmented intelligence” when referring to AI to emphasize its complementary role in healthcare.
The framework is based on seven policy principles. Physician identity as a protected right. Prohibition of false medical misrepresentation. Informed, opt-in, and revocable consent. Mandatory transparency and labeling. Share the responsibility of preventing identity theft. Enforcement and practical remedies, minimizing administrative burden.
Dr. John White, CEO of the AMA, said in a statement that deepfakes impersonating doctors are not just a scam, but a “public health and safety crisis.”
“When bad actors abuse a doctor’s identity, they can undermine patient trust and steer people toward harmful and unproven treatments,” White said. “Strong action is needed by federal and state lawmakers to protect physician identities, ensure transparency, and stop this fraud. Protecting professional integrity is essential to maintaining trust and providing quality care in a rapidly evolving digital environment.”
This new framework comes as organizations increasingly demand improved safety for AI tools in healthcare as solutions become more prevalent in the industry.
In late April, the AMA called on federal lawmakers to strengthen protections against chatbots, which are increasingly used for mental health purposes.
The group praised the efforts of lawmakers to “promote the debate about the role of AI in society and mental health,” but said the rise of mental health chatbots, including reports encouraging self-harm and privacy violations, “highlights the urgent need for clear guardrails.”
Recommended AMA safeguards include strict data protection standards, transparency standards, and penalties for wrongdoing.
