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As deepfakes climb the policy agenda, jurisdictions tackle likeness rights

By Inbar Preiss ( July 10, 2025, 10:35 GMT | Comment) -- With the proliferation of deepfakes online, governments are racing to address the misuse of personal likeness through a mix of AI laws, court rulings and regulatory reforms. Denmark has proposed new copyright rules to give individuals control over AI-generated imitations and is bringing talks on deepfakes to EU ministers. Meanwhile, the US, India and others are pursuing varied approaches shaped by local priorities and legal cultures. Global efforts remain uneven as concerns rise over identity-related abuse, criminal fraud and reputational harm.Faced with growing concerns over individuals’ rights over their image in a surge of artificial intelligence-generated imitations online, countries are looking to lawmakers and courts to tackle the emerging risks....

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