In a first for Europe, Denmark has proposed a groundbreaking law that gives people copyright-like protection over their face, voice, and appearance to fight the rising threat of deepfakes and AI-generated misinformation.
This means that if someone creates a realistic fake video or audio clip using your likeness, whether you’re a celebrity or just a regular person, you could have the legal right to take it down and even demand compensation. The proposal comes at a time when AI-generated content is spiralling from viral fake videos of celebrities saying bizarre things to political deepfakes being used to mislead voters. While countries like the UK and France only have limited laws (primarily focused on sexual content or defamation), Denmark’s approach is broader and way more proactive.
What the Law Covers
The bill targets “realistic digitally generated imitations”, meaning AI-created videos, images or voices that are convincingly fake. If passed, people could stop others from using their digital likeness without consent. Performers, musicians, and artists will especially benefit from considering AI voices used in music without permission or fake videos of influencers promoting products they’ve never even heard of.
But it’s not just about stopping harm; the law also draws a clear line between what’s dangerous and what’s creative freedom. Satire, parody, and artistic use will still be allowed.
Why Now?
The Danish government is calling deepfakes a “real democratic problem.” With elections around the world becoming more vulnerable to manipulation through AI-generated content, there’s increasing pressure on governments to act not just in Denmark but across the EU.
And they’re not stopping here. Denmark plans to push this framework at the EU level during its presidency in 2025–2026, meaning similar protections might soon expand across all 27 countries. This new law also connects with the EU’s Digital Services Act, which already requires platforms like Instagram, TikTok and YouTube to remove harmful or illegal content quickly. If Denmark’s bill becomes law, platforms will need to respond faster to deepfake takedown requests or face severe fines.
The proposal is currently open to public consultation this summer. It’s expected to be finalised and voted on in Parliament by late 2025 or early 2026. Even if you’ve never been deepfaked yet, this law sets a global precedent. As AI tools become more accessible and powerful, your digital self becomes increasingly vulnerable in ways it never was before. With Denmark’s proposal, the law is finally catching up.
