1. Introduction
Luma AI Ltd. and its related entities ("Luma AI", "we", "our" or "us") operate the AI-powered video and image generation platform at https://luma.ai/ (the "Platform"). This Content Policy sets out the rules governing what content may be created, uploaded, or shared using our Platform. By using our Platform, you agree to abide by this Content Policy in addition to our Terms and Conditions.
We are committed to providing a safe, lawful, and respectful environment. We take seriously our responsibility to prevent misuse of AI generation technology, and we will enforce this policy strictly.
2. Prohibited Content
The following categories of content are strictly prohibited on our Platform. You may not use our Platform to generate, upload, distribute, or share any content that:
a. Non-Consensual Intimate Imagery (NCII). Depicts any real person in a sexualised context without their explicit, freely given, and documented consent. This includes AI-generated or AI-manipulated images and videos that simulate intimate acts involving identifiable real individuals.
b. Deepfakes Without Consent. Creates realistic AI-generated likenesses of real people (video, audio, or image) without their consent, particularly where such content is designed to deceive, defame, harass, or harm that person. This includes placing real people's faces or voices into fabricated scenarios in a way that misrepresents their words or actions.
c. Child Sexual Abuse Material (CSAM). Depicts minors (persons under 18 years of age) in any sexual context whatsoever. We have zero tolerance for CSAM. Such content will be immediately removed, the relevant account will be permanently terminated, and the matter will be reported to the relevant authorities, including the National Center for Missing and Exploited Children (NCMEC) where applicable.
d. Harassment and Targeted Harm. Is designed to harass, intimidate, bully, threaten, or harm a specific individual or group. This includes generating content intended to humiliate, stalk, or incite others to harm a person.
e. Hate Speech and Discrimination. Promotes, glorifies, or incites hatred, violence, or discrimination against individuals or groups based on race, ethnicity, national origin, religion, gender, sexual orientation, disability, or other protected characteristics.
f. Violence and Graphic Content. Depicts real or realistic graphic violence, gore, or content that glorifies or promotes acts of violence against people or animals.
g. Disinformation and Election Interference. Is designed to deceive the public about political processes, impersonate political figures, or spread demonstrably false information that could interfere with elections or democratic processes.
h. Illegal Content. Is illegal under applicable law, including but not limited to content that promotes or facilitates criminal activity, terrorism, drug trafficking, or human trafficking.
3. Consent Requirements for Real People
Our Platform includes features that allow users to generate content involving uploaded images or likenesses of real people (such as the animation and style transfer tools). When using these features:
a. You may only upload and use images of yourself or of individuals who have given you their explicit, informed consent to use their likeness with our Platform.
b. You may not upload images of celebrities, public figures, or private individuals without their permission for the purpose of generating content that could be mistaken for real events or that portrays them in a false, defamatory, or harmful light.
c. Animation and interaction features (such as "hug" or similar) are intended solely for content involving yourself or individuals who have given their explicit consent. Using these features on images of unconsenting individuals violates this policy.
4. Intellectual Property
You must respect the intellectual property rights of others when using our Platform.
a. Copyright. You may not use our Platform to generate, reproduce, or distribute content that substantially reproduces copyrighted works without authorization from the rights holder.
b. Trademarks. You may not use our Platform to generate content that infringes, dilutes, or tarnishes any trademark, trade dress, or brand. This includes generating content using distinctive brand names, logos, or characters in a manner likely to cause confusion or imply endorsement by the trademark owner.
c. Style Transfer Features. Our style transfer tools produce original AI-generated artistic interpretations inspired by broad artistic styles (such as animation aesthetics, painterly techniques, or cinematic looks). These tools are not designed to, and must not be used to, reproduce specific copyrighted characters, proprietary visual styles, or trademarked brand elements. Users are responsible for ensuring that their prompts and uploaded content do not direct the Platform to infringe third-party intellectual property rights.
5. Content Moderation
We use a combination of automated tools and human review to detect and address content that violates this policy.
a. Automated Moderation. All text prompts and uploaded images are screened by automated content moderation systems prior to processing. Prompts or images that trigger policy violations may be blocked before generation occurs.
b. Human Review. We reserve the right to manually review any content generated on or uploaded to our Platform. Content found to violate this policy may be removed without notice.
c. Right to Restrict. We reserve the right to review, remove, restrict access to, or disable any content, account, or feature at our sole discretion where we reasonably believe a violation of this policy has occurred or may occur.
d. No Guarantee of Accuracy. Our automated moderation systems may not catch all policy violations. The absence of automated blocking does not constitute our endorsement or approval of any content.
6. User Responsibilities
By using our Platform, you represent, warrant, and agree that:
a. You have all necessary rights, permissions, and consents for any image, likeness, or material you upload to our Platform, including the right to use any depicted person's likeness for the purpose of AI-generated content creation.
b. You are solely responsible for the content you generate using our Platform, and for any consequences arising from that content, including any legal liability.
c. You will not attempt to circumvent our content moderation systems, including by obfuscating prohibited prompts or using technical methods to bypass safety filters.
d. You will not use our Platform to generate content in bulk for the purpose of harassment campaigns, coordinated inauthentic behaviour, or large-scale disinformation operations.
7. Enforcement
Violations of this Content Policy may result in one or more of the following actions, at our sole discretion:
a. Warning or notice to the account holder.
b. Removal of the violating content from our Platform.
c. Temporary or permanent restriction of access to certain features.
d. Suspension or permanent termination of your account without refund.
e. Reporting of content or user activity to law enforcement or other relevant authorities where required by law or where we deem it appropriate.
8. Reporting Violations
If you encounter content on our Platform that you believe violates this policy, please report it to us at help@luma.ai. Please include as much detail as possible, including the nature of the violation and any relevant links or screenshots.
If you believe content on our Platform infringes your intellectual property rights, please contact us at help@luma.ai with the subject line "IP Infringement Notice" and provide sufficient detail to allow us to investigate your claim.
9. Changes to This Policy
We may update this Content Policy from time to time. The most current version will always be available at https://luma.ai/content-policy. Material changes will be communicated to users via email or prominent notice on the Platform. Continued use of the Platform after changes are posted constitutes acceptance of the updated policy.
10. Contact
For questions or concerns about this Content Policy, please contact Luma AI Ltd. at help@luma.ai.