Eleanor VaughanDua Lipa's $15 Million Samsung Lawsuit Exposes the Image Rights Gap UK Brands Keep Ignoring
On 8 May 2026, Dua Lipa filed a lawsuit against Samsung Electronics in the US District Court for the Central District of California, claiming at least $15 million (approximately £11.5 million) in damages. The allegation: Samsung placed a copyrighted photograph of her face on packaging for its Crystal UHD television range and in promotional materials — without her knowledge, consent, or any payment. The case has sent shockwaves through the entertainment, marketing, and legal industries on both sides of the Atlantic.
For UK celebrities, influencers, and the brands that work with them, this case is a wake-up call. While the lawsuit plays out under American law, the underlying question — who owns the right to control how your image is used commercially — is one UK law answers very differently.
What Actually Happened in the Dua Lipa vs Samsung Case
According to court filings reported by Variety and Billboard, the photograph at the centre of the dispute was taken backstage at the Austin City Limits Festival in October 2024. Critically, Dua Lipa herself owns the copyright to the image.
Samsung allegedly began using the photograph on product packaging and in marketing materials in 2025. Lipa says she only discovered the unauthorised use in June 2025 after fans began posting images online. Her legal team then made repeated requests to Samsung to cease use of the image. According to the complaint, Samsung's response was described as "dismissive and callous", and the products were still being sold as of the filing date in May 2026.
The lawsuit includes claims for copyright infringement, violation of California's right of publicity statute, and false endorsement under the federal Lanham Act. Lipa's legal team included posts from X (formerly Twitter) showing consumers stating that seeing her face on the box influenced their decision to buy a Samsung TV — directly supporting the false endorsement and damages claims.
Why the UK Has No "Right of Publicity" — But You Are Not Defenceless
The United States recognises a legal concept called the "right of publicity" — the right of individuals to control the commercial use of their name, image, likeness, and other aspects of their identity. California's statute is among the strongest in the world.
The United Kingdom has no equivalent standalone right. There is no single "image rights" law that automatically protects a celebrity's likeness from commercial exploitation. This gap is well-known to entertainment lawyers, and it regularly catches brands and public figures off guard.
However, UK law is not without teeth. Legal protections do exist — they are simply spread across several overlapping frameworks, according to guidance from the UK Intellectual Property Office:
- Passing off: If use of a celebrity's image implies a false endorsement or association — misleading consumers into believing the celebrity is connected with a product — a passing off claim may succeed. This is the closest UK equivalent to the Lanham Act claim in Dua Lipa's case.
- Copyright: If the celebrity owns copyright in the photograph (as Lipa does), UK copyright law offers strong protection. Reproducing a copyright image without a licence is infringement, full stop.
- Data protection and GDPR: A person's image constitutes personal data. Unauthorised commercial use of someone's photograph can, in certain circumstances, trigger obligations under UK GDPR and the Data Protection Act 2018.
- Trade mark: Some celebrities and athletes register their name, image, or signature as a trade mark, which offers clearer, more straightforward protection against commercial misuse.
The Three Biggest Risks for UK Brands
The Samsung case illustrates how quickly image-related mistakes can escalate. For UK marketing teams and agencies, three risk areas stand out.
1. Assuming "public domain" means "free to use commercially"
Many images found online are freely accessible but not freely usable. A photograph may be widely shared across social media without the rights ever being cleared for commercial use. The fact that an image appears on Google Images, or has been republished by dozens of news sites, does not transfer any licence to use it on product packaging or in advertising.
2. Relying on informal clearance
Verbal agreements, informal emails, or simply failing to hear back from a publicist are not legal clearances. Any commercial use of a person's image — particularly for product packaging or advertising — requires a properly drafted licence or endorsement agreement. Without written terms, both parties face uncertainty, and the celebrity retains the right to object.
3. Underestimating the reputational damage
Samsung's allegedly "dismissive" response to Dua Lipa's initial complaints turned a potential settlement into a high-profile lawsuit. UK brands should treat any complaint about image misuse as a serious legal matter requiring immediate legal review, not a PR problem to be managed away.
What UK Celebrities and Public Figures Should Do
If you are a public figure, influencer, or professional whose image has commercial value, the gap in UK law means you need to be proactive. Waiting for a problem to arise is not a strategy.
An intellectual property or entertainment lawyer can help you:
- Audit which photographs and recordings you own the copyright to
- Assess whether registering your name or likeness as a trade mark is appropriate for your profile
- Review and strengthen the language in any existing or new endorsement contracts
- Draft a clear cease-and-desist process for when unauthorised commercial use is discovered
- Advise on whether a passing off claim is viable in a specific case, including gathering the consumer confusion evidence that such claims require
What Brands Should Do Before Using Any Celebrity Image
The Dua Lipa vs Samsung case is, at its core, a clearance failure — either no one checked the image was licenced for commercial use, or the oversight was ignored. UK brands can protect themselves by building a simple clearance checklist into every campaign and product design process.
Before any celebrity image goes onto packaging, advertising, or digital content, confirm in writing: who owns the copyright, whether a commercial use licence has been granted, whether the licence covers the specific format and territory, and whether the celebrity has approved the final creative execution.
If your marketing team is unsure about any of these steps — or if a dispute has already arisen — specialist legal advice is not a luxury. It is significantly cheaper than a £11.5 million lawsuit.
Legal disclaimer: This article is for informational purposes only and does not constitute legal advice. Image rights and intellectual property law are complex areas. Consult a qualified IP solicitor for advice specific to your situation.
