Denmark is set to become the first European country to give people copyright-like control over their face, voice, and body in a bold move to combat AI deepfakes and identity theft.
Remember that story about the lady who fell for a deepfaked Brad Pitt and was scammed out of $850,000?
It was such a weaponized sense of novelty that the news got us on high alert.
But what was once considered foolish and absurd has now become an established part of the modern condition.
Deepfakes can also be used to slightly alter members of your family, your friends, or even colleagues. When reality is distorted, it can result in mass financial gain for the scammers.
Denmark is striking back with a copyright law that gives people control over their own faces, voices, and likeness.
People would gain copyright-like control over their biometric identity, with the right to demand takedowns and seek compensation.
The legislation specifically targets realistic imitations without consent, not satire or parody.
The law is especially significant, as most countries don’t treat a person’s appearance or voice as intellectual property.
In the US, identity is protected through the “right of publicity,” which varies by state and treats misuse as personal harm. The EU lacks deepfake-specific laws.
Denmark plans to push the model during its EU presidency. It remains to be seen whether other EU members will follow suit and lead to an EU-wide identity rights standard.
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