PROTECTING THE PHARMACY WORKFORCE AGAINST UNAUTHORIZED SYNTHETIC MEDIA

To advocate for federal and state laws, regulations, public education efforts, and enforcement mechanisms that protect the pharmacy workforce and healthcare organizations from liability and other harms arising from unauthorized, nonconsensual, or deceptive synthetic media generated or materially manipulated content; further,

To advocate for standardized, accessible, and timely methods and frameworks at the federal, state, and local levels addressing the hazards associated with and mitigating the dangers posed by such content. 

Rationale

Advances in artificial intelligence have enabled the rapid creation and spread of highly realistic synthetic media, including “deepfake” audio, video, text, and simulated professional interactions. When used to impersonate health professionals and pharmacy organizations without authorization, these technologies pose significant risks. Pharmacists, student pharmacists, and pharmacy technicians may have their names, likenesses, or credentials misused to lend credibility to false or misleading medical information. Such content can spread medication-related misinformation, undermine trust in evidence-based care, and cause reputational harm to pharmacy personnel falsely portrayed as providing inaccurate guidance.

Current legal and regulatory frameworks do not consistently address AI-generated impersonation of healthcare professionals or provide clear protections when professional identities are misused. Federal and state policies are needed to protect the pharmacy workforce from liability and reputational harm and to ensure accountability for misuse. Standardized frameworks for reporting suspected AI deepfakes would also support timely identification and removal of harmful content, helping protect patient safety and maintain trust in medication-related information.