Emma Perot (U the West Indies (Saint Augustine)) has posted “Anticipating AI: A Partial Solution to Image Rights Protection for Performers” (European Intellectual Property Review, Volume 46(7), pgs 407 – 418) on SSRN. Here is the abstract:
This article assesses Equity’s ‘Stop AI from Stealing the Show’ survey and suggests that a statutory image right could address some of the harms posed by AI, namely, unauthorised digital replicas. Unauthorised commercial use of persona can already be pursued under passing off and Advertising Codes in certain circumstances, but the inclusion of persona in films, television programs, and audio works is not addressed by the existing law. Even the US right of publicity is potentially inadequate in this regard because this type of harm is novel and has not been fully contemplated outside of the realm of video game avatars. Introducing a statutory image right in the UK that reflects the US ‘No Fakes’ Bill will only be a partial solution because of the existing contractual practices that result from inequality of bargaining power in the entertainment industry. Additionally, nefarious uses of deepfakes are more suited to technological intervention and criminal penalties.
