The R U REAL Act directs the Federal Trade Commission to update telemarketing rules within 180 days to require that anyone using artificial intelligence to emulate a human voice or text in sales calls or messages must disclose this fact at the beginning of the communication. The bill also establishes enhanced penalties for violations involving AI voice or text impersonation, doubling the maximum civil penalties that can be imposed when someone uses artificial intelligence to impersonate an individual or entity with intent to defraud, cause harm, or wrongfully obtain something of value. These tougher penalties apply to violations of telemarketing rules and violations of cease-and-desist orders related to such conduct. The legislation expands the definition of telemarketing to explicitly include text messages sent via SMS, MMS, RCS, or application-to-person messaging, clarifying that the new rules cover these communication methods. This bill affects telemarketing companies, AI service providers, and consumers who receive marketing calls and messages, with no specific funding mechanism mentioned in the text.