In a landmark move aimed at curbing the misuse of artificial intelligence, Denmark is set to introduce legislation that will allow individuals to claim copyright over their own image and voice. The proposed law, a first-of-its-kind in Europe, seeks to give people legal ownership of their likeness in an era where deepfakes and AI-generated content are becoming increasingly difficult to control.
Announced by Denmark’s Ministry of Culture, the legislation is designed to offer stronger personal protections amid rising concerns about identity theft, misinformation, and unauthorized replication through generative AI technologies. If passed, the law would grant Danish citizens exclusive rights over how their facial features, voice patterns, and other biometric identifiers are used—similar to how copyright protects creative works.
A Response to the Deepfake Surge
The legislative push comes as AI-generated deepfakes continue to surge globally, posing serious threats to personal privacy, political integrity, and content authenticity. From impersonated public figures in misinformation campaigns to altered videos used in scams or harassment, the misuse of synthetic media has outpaced regulatory safeguards in many regions.
Denmark’s Culture Minister Jakob Engel-Schmidt stated that the upcoming law aims to ensure that individuals remain in control of their identity in both physical and digital environments. “This is about human dignity,” Engel-Schmidt said. “We need legislation that keeps pace with the technology.”
The proposed framework would make it illegal to use someone’s face or voice in AI-generated content without their explicit consent. Violators could face fines or legal action, even if the content is created using publicly available images or recordings. The law is expected to also include provisions for retrospective takedowns and penalties for repeat offenders.
How the Law Will Work
Unlike traditional copyright law that protects artistic or authored works, Denmark’s new proposal treats a person’s image and voice as personal intellectual property. Once in effect, individuals could proactively register their likeness or invoke automatic protection under national law.
The legal model draws inspiration from both copyright and data protection principles, creating a hybrid that gives citizens more leverage over how their digital presence is used by AI systems. This could apply to anything from video impersonations to synthetic voiceovers, even in commercial advertising or entertainment.
The legislation is particularly timely as generative AI tools such as Sora, ElevenLabs, and Runway increasingly enable users to produce realistic video and audio simulations with minimal technical skill. In the absence of clear boundaries, many AI-generated personas now blur the line between fiction and identity, raising ethical and legal questions.
Global Implications and Industry Reaction
The initiative has sparked international interest, with legal experts, digital rights advocates, and AI companies watching closely. While similar discussions have emerged in the U.S. and other EU nations, Denmark is currently the first country to take concrete steps toward enforcing personal copyright against AI misuse.
Industry observers suggest that if successful, Denmark’s move could inspire a broader wave of legislative reforms across Europe and beyond. The law could also shape how AI developers train their models, possibly requiring them to exclude copyrighted human likenesses from their datasets or seek explicit permissions.
Several tech companies have voiced cautious support for the policy. Some generative AI platforms have already begun implementing opt-out tools or watermarking systems to respect user identity. However, critics warn that enforcing such protections on a global internet may prove technically and legally challenging.
Balancing Innovation and Protection
Denmark’s approach reflects a growing effort to balance innovation with responsibility. While generative AI has enabled new forms of creativity and content production, it has also introduced novel risks—particularly to individuals who may be impersonated, misrepresented, or exploited without consent.
By establishing identity as a legally protected asset, the proposed law attempts to return agency to the individual. It also signals a potential turning point in how governments address the cultural and ethical fallout of AI’s rapid expansion.
The bill is expected to be formally introduced in the Danish Parliament later this year. If passed, it could set a global precedent for AI governance—where individual rights are prioritized alongside technological advancement.