The proposal would require technology platforms and AI providers to prevent their spread rather than wait for complaints from victims. The initiative aims to protect people’s digital identities and establish consistent legal safeguards across all 27 EU member states.

Several European countries have introduced or proposed measures against unauthorised digital replicas. Denmark plans copyright protections for people’s faces and voices, while Cyprus has amended its legislation.

Existing EU rules require transparency around deepfakes but do not establish ownership of digital likenesses. The European Commission is consulting on copyright reforms until 3 November, as experts debate appropriate legal protections.

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