Denmark Takes a Stand Against Deepfakes — What It Means for Image Rights and Brand Protection

A new legal proposal in Denmark is drawing attention across Europe — and for good reason. The Danish government is pushing for legislation that would give individuals greater control over how their likeness is used, especially in cases involving deepfake content. The idea is simple but powerful: treat a person’s image as intellectual property.

If the law passes, anyone whose face is used in manipulated or fake content in Denmark could request that it be removed and even seek compensation. The rules would apply to all individuals, regardless of nationality, as long as their likeness is being used in Danish territory. The law would still allow parody, satire, and news coverage, but it draws a clear line when it comes to misuse.

Deepfakes Are No Longer Just a Tech Problem

What once felt like science fiction — fake videos that look real — is now a very real challenge for businesses, public figures, and consumers. For brands, the risks are growing. A fake interview with a CEO, a fabricated product endorsement, or a misleading message using a brand representative’s face can spread in hours and damage trust that took years to build.

Denmark’s proposed law doesn’t just protect individuals — it offers a possible legal tool for companies looking to defend their reputation and respond quickly when things go wrong.

The New Frontier of Brand Identity

Trademarks help protect logos, brand names, and slogans. But today, a brand's identity often extends far beyond that. It includes the people behind the business — their voice, face, and personality. Customers often build trust not just with a company, but with people who represent it.

By suggesting that a person's image be protected in the same manner as other forms of intellectual property, Denmark is sending a message that identity is important and should be recognised by the law.

Could Europe as a Whole Follow?

Should Denmark proceed with this legislation, it may serve as a model for similar measures throughout the European Union. Other nations' legislators are already looking for ways to address the increasing influence of AI-generated media. Denmark might be the first, but probably not the last, to take decisive action.

For firms, particularly those that operate globally, this is a significant development. In Denmark, exploiting someone else's face without their consent, even using artificial intelligence, might have major legal repercussions if the law is passed.