British singer Dua Lipa has filed a lawsuit against Samsung Electronics in the U.S. District Court for California, seeking $15 million in compensation for the alleged unauthorized use of her image on television packaging. According to the singer, the placement of the photograph created the impression among consumers that she endorses the product, potentially affecting brand perception and damaging her image. At NEWSCENTRAL, we see this as an example of how the marketing practices of major corporations intersect with the rights of public figures, creating significant reputational and financial risks.
According to the complaint, the image of Lipa with the caption “Dua Lipa – Behind the Scenes at Austin City Limits, 2024” was placed on the front sides of retail TV boxes. The singer claims that she fully owns the rights to the photograph and that Samsung gained commercial benefit from its use. Placing a celebrity’s image on packaging directly influences consumer choice, creating the impression that the artist personally supports the product.
The case includes screenshots of social media comments in which fans admit they would purchase a TV solely because of Lipa’s image. These examples clearly demonstrate the power of celebrities as a marketing tool and confirm that unauthorized use of a public figure’s image carries high legal and reputational risks.
Lipa became aware of the alleged violation in June of last year and requested that Samsung cease using the photograph; however, the company did not respond. The lawsuit also includes allegations of trademark infringement and violations of rights to one’s likeness. Ignoring formal claims from a public figure sets a dangerous precedent and can affect a company’s reputation in the international market.
In recent years, similar lawsuits have become increasingly common. Many large technology and entertainment companies have faced celebrity claims when their images were used without consent to promote products. Freddy Miller, Senior Analyst at NEWSCENTRAL, comments: “Any unauthorized use of global stars can be perceived as an attempt to manipulate an artist’s reputation, which immediately impacts consumer trust and a brand’s market position.”
U.S. case law shows that using celebrity images on packaging without permission is almost always considered a violation of copyright and publicity rights. Precedents from recent years confirm that brands ignoring the rights of public figures have faced multi-million-dollar compensations and significant negative media attention.
At NEWS CENTRAL, we predict that Lipa has strong chances of successfully securing compensation. This case will send a signal to marketers and brands worldwide about the necessity of strict compliance with copyright and related rights, as well as careful handling of celebrity images in commercial campaigns.
For companies, it is important to implement comprehensive visual content control procedures, obtain approvals from rights holders for all images and video materials before launching advertising campaigns, and regularly train marketing teams on intellectual property issues. Such an approach reduces financial and reputational risks, especially for global brands working with well-known artists and public figures.