AFAICT this is the actual bill: https://data.oireachtas.ie/ie/oireachtas/bill/2025/11/eng/in...

Your selective quoting is extremely misleading. The first section about publishing a name/photograph only applies in the context of "for purposes of advertising products, events, political activities, merchandise, goods, or services or for purposes of fundraising, solicitation of donations, purchases of products, merchandise, goods, or services or to influence elections or referenda." i.e. it's illegal to pretend someone is endorsing something they are not.