Denmark Moves to Protect People from Deepfakes — and It Could Change EU Law

On July 24, The Trademark Lawyer reported that Denmark has proposed a new law that could have a major impact on how we protect personal identity in the digital world. The legislation would treat a person’s appearance — their face and image — as intellectual property. In simple terms, it gives people the right to have fake, AI-generated versions of themselves taken down, and to seek damages if their likeness is misused.

The law would apply to anyone whose image is used in Denmark, no matter where they’re from. It also carves out exceptions for satire, parody, and journalism — to avoid interfering with free speech.

Why It Matters for Businesses and Brands

For companies, especially those with public-facing founders, spokespeople, or ambassadors, this is a big deal. Deepfake technology has become more advanced and easier to access. Now, anyone can create convincing fake videos or images that could harm a brand’s reputation, confuse customers, or even mislead investors.

Denmark’s proposal gives individuals — and by extension, the brands they represent — a way to fight back. If someone creates a fake video of a company’s CEO or influencer, and it spreads in Denmark, there may soon be legal grounds to get it removed and hold the creator accountable.

A Step Toward Modern IP Protection

We usually think of trademarks as protecting logos, slogans, and product names. But in today’s world, reputation is just as tied to faces and personalities — especially for brands built around people. This law brings that idea into legal territory, by recognizing a person’s image as something that deserves protection, just like a trademark does.

It’s not hard to imagine a future where laws like this spread across Europe. If Denmark leads the way, other countries may follow with similar rules — helping businesses and individuals alike take control of how their identity is used online.

What Businesses Should Know

For brand owners, this is a moment to reflect on what’s protected and what isn’t. Most companies already secure their logos and product names. But what about the people connected to the brand? Are their image rights covered? Could a misleading deepfake damage trust with customers?

While Denmark’s law is still a proposal, it’s a reminder that protecting your brand means thinking beyond trademarks. Image and reputation are increasingly valuable assets — and may soon be recognized as such by the law.