DANES' LEGAL SHIELD AGAINST DEEPFAKES

"In the Bill, we agree and are sending an unequivocal message that everybody has the right to their own body, their own voice and their own facial features, which is apparently not how the current law is protecting people against generative AI" — Jakob Engel-Schmidt, Minister for Culture, Denmark

- OUR CORRESPONDENT

In what it calls the first law of its kind in Europe combating the rise of AI-generated deepfakes, Denmark is poised to become the first European country to grant individuals copyright over their own face, voice, and physical likeness.

The proposal, backed by nearly all political parties in the country, marks a significant shift in digital rights and could have far-reaching consequences for creators, tech platforms, and influencers alike.

The legislation, expected to be finalized this fall and enacted by the end of 2025, would amend Denmark's copyright law to allow individuals to claim legal ownership of their personal appearance and voice, also meaning people in that country can demand that online platforms that use their likeness without their consent remove that content.

Once passed, this law will give people three key rights — demand removal of AI-generated content using their likeness; seek compensation if harmed; and hold platforms accountable for hosting deepfakes.

Minister for Culture Jakob Engel-Schmidt has been quoted as saying that he hoped the Bill would send a message stating that everyone deserves the right to how they sound and look.

"In the Bill, we agree and are sending an unequivocal message that everybody has the right to their own body, their own voice and their own facial features, which is apparently not how the current law is protecting people against generative AI," he said.

"Human beings can be run through the digital copy machine and be misused for all sorts of purposes, and I'm not willing to accept that." Engel-Schmidt believes that tech giants will take the legislation very seriously, as violations could result in "severe fines" and could become a matter for the European Commission.

The government's department of culture has already secured broad cross-party agreement, with nine in 10 MPs backing the plan.