In a landmark move poised to reshape the global fight against deepfakes and AI misuse, Denmark is set to pass a groundbreaking law that would grant every citizen a legal right to their own face, voice, and body. This proposed legislation, which has received broad cross-party support and is expected to pass in the autumn, would be the first of its kind in Europe to treat a person’s identity as a form of intellectual property.
The bill is a direct response to the rapid proliferation of AI-generated deepfakes, which have made it easier than ever to create convincing fake images, videos, and audio recordings. According to Danish Culture Minister Jakob Engel-Schmidt, the new law is meant to send an “unequivocal message” that people have the right to their own likeness, which is not adequately protected by current legislation. “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,” he stated.
If enacted, the law would make it illegal to share realistic digital reproductions of personal characteristics without consent. This would give individuals, for the first time, a legal basis to demand that online platforms remove such content. This right would apply not just to celebrities but to every citizen, allowing them to take proactive legal action without having to prove defamation or financial harm. The legislation also provides for potential compensation for those affected by a deepfake.
The Danish government has also stated that technology platforms that fail to comply with takedown requests could face “severe fines,” in line with the EU’s Digital Services Act. However, the bill includes exceptions for satire and parody, ensuring that freedom of expression is not unduly restricted.
This pioneering approach is already garnering international attention, with many watching to see if Denmark’s model will be adopted by other countries. As Denmark is set to assume the presidency of the EU Council in 2025, officials have indicated they will advocate for similar protections across the continent, potentially setting a new global standard for digital identity rights. The law is expected to come into force in late 2025 or early 2026.
