As part of upcoming consultations, a new “personality right” is expected to be introduced, according to three insiders familiar with the discussions. This measure aims to provide individuals—particularly celebrities whose livelihood depends on controlling their public image—with stronger legal protections against the unauthorized use of their likeness by generative AI tools.
The new right would also serve as a potential safeguard against malicious deepfakes. Similar personality rights are already established in some regions, including areas of the United States.
Concerns from the Creative Community
Despite the potential introduction of this new legal protection, it is unlikely to quell broader concerns within the creative sector regarding proposed changes to copyright laws.
Speaking at a parliamentary briefing earlier this week, author Kate Mosse criticized the government’s plans, claiming they would “kill originality”—a sentiment echoed by Beatles legend Paul McCartney. Many in the sector argue that a system requiring explicit “opt-in” consent for training AI on copyrighted content is a more equitable approach.
The proposals have also sparked concern from the Copyright Alliance, a U.S.-based media organization, which warned that weakening copyright protections could lead to “a legal environment that discourages U.K. and U.S. creators and rights holders from participating and investing in creative endeavors within the United Kingdom.”













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