The consultation is anticipated to introduce a new “personality right,” according to sources who wish to remain anonymous. This move is seen as a positive development in the fight against the unauthorized use of generative AI tools to impersonate individuals, particularly high-profile figures.

This new right provides additional legal safeguards, especially for celebrities who need to maintain their image. It can also serve as a deterrent against harmful deepfakes. This type of personality rights already exists in certain jurisdictions, including parts of the U.S.

Creative Community’s Concerns

Regardless, the potential of this new right may not fully address the broader apprehensions of the creative industry concerning the proposed changes to copyright laws.

Distinguished author Kate Mosse, supported by legendary musician Paul McCartney, voiced their concern in a recent parliamentary briefing, stating that these plans could potentially “stifle originality.” They argue that a system where content creators have to consciously “opt in” for AI training is fairer.

This week, the Copyright Alliance, a U.S. media organization, warned that any UK initiative that “weakens copyright” could create “a legal landscape that dissuades U.K. and U.S. creators and rights holders from participating and investing in creative projects within the United Kingdom.”