In a landmark move aimed at combating the rise of AI-generated deepfakes, Denmark is poised to become the first European country to grant individuals copyright over their own face, voice, and physical likeness.
The proposal, backed by nearly all political parties in the country, marks a significant shift in digital rights and could have far-reaching consequences for creators, tech platforms, and influencers alike.
The legislation, expected to be finalised this fall and enacted by the end of 2025, would amend Denmark’s copyright law to allow individuals to claim legal ownership of their personal appearance and voice.
In practical terms, this means that if someone creates a deepfake video, synthetic voice clip, or manipulated image using your likeness without consent, you’ll have the right to demand its removal and potentially seek financial compensation.
A new era of digital identity protection
As reported by evolving.ai on Instagram, Culture Minister Jakob Engel-Schmidt said he wants to send a clear message that everyone owns the rights to their likeness. He claimed it was essential because people today can be copied digitally and misused in ways we couldn’t begin to conceive before.
Engel-Schmidt, told The Guardian: “In the bill we agree and are sending an unequivocal message that everybody has the right to their own body, their own voice and their own facial features, which is apparently not how the current law is protecting people against generative AI.”
He continued: “Human beings can be run through the digital copy machine and be misused for all sorts of purposes and I’m not willing to accept that.”
The proposed law includes carve-outs for parody and satire to protect freedom of expression, but its core objective is to curb damaging and deceptive uses of AI, such as non-consensual deepfake pornography, scam campaigns, and fabricated political content.
Implications for influencer marketing and content creation
For the influencer marketing industry, this legislation could be a game-changer. As generative AI tools become more accessible, the risk of brand ambassadors or creators being impersonated is growing. Unauthorised use of a creator's likeness in branded content, AI-generated videos, or fake endorsements has the potential to damage reputations, mislead consumers, and undermine trust.
Under the new Danish law, individuals would gain a legal framework to protect their digital identity and take action when their likeness is misused, whether by influencers or private users. Platforms that fail to remove flagged content could face steep fines, putting additional pressure on tech companies to monitor and respond swiftly to AI-generated violations.
Denmark’s bold proposal is already drawing international attention. As the country prepares to assume the presidency of the EU Council in 2025, officials say they will advocate for similar protections all across Europe.
