Unexpected tech scandal: Dua Lipa demands millions from Samsung

The photo from the festival ended up on TV boxes

According to a lawsuit filed in US District Court in California, Samsung began using the singer’s image on cardboard packaging for a significant portion of its TVs sold in the United States last year. The lawsuit alleges that Lipa owns the copyright to the disputed photo, which was taken backstage before her performance at the 2024 Austin City Limits festival. The thirty-year-old British singer became aware of the unauthorized use of her image in June 2025.

Samsung ignored the demands of the singer

After learning about the disputed packaging, Lipa, as she claims, immediately asked the company to stop using her photo. However, the lawsuit alleges that Samsung was “disparaging and insensitive” and “repeatedly refused” to fulfill her request. “Ms. Lipa’s face was prominently used for a mass marketing campaign for a consumer product without her knowledge, without compensation, and without any of her influence, control or input,” the lawsuit states. “Miss Lipa did not allow and would not allow this kind of use.” The lawsuit, filed on May 8, 2026, alleges copyright infringement, violation of California’s right of public disclosure statute, and violations of the federal Lanham Trademark Act.

The right to one’s own image is at the center of the dispute

This case highlights the validity of the legal principle known as the “right of publicity”, which protects an individual’s right to control the commercial use of his name, likeness and work. In California, this right is protected by both statute and common law, providing a strong legal basis for celebrities to control how their likeness is used in advertising. Historically, numerous stars have filed similar lawsuits, such as George Clooney and Julia Roberts, who have sued companies for using their names and images in advertisements without permission. These cases highlight the significant commercial value of celebrity endorsements and the potential financial harm when their likeness is used without authorization.

“I would buy a TV just for her”

In the lawsuit, it is claimed that Samsung profited financially by creating a false impression that the singer supports their products, and as evidence, the alleged comments of her fans shared on social networks are attached. These comments, according to the lawsuit, directly demonstrate the commercial impact of using her image.

“I would buy that TV just because Dua Lipa is on it,” wrote one. “I’m so obsessed. I love her so much.”

“I wasn’t even planning to buy a TV, but I saw the box so I decided to take it,” reads another comment.

Another user wrote: “If you need to sell anything, just put a picture of Due Lipa on it.”

A blow to a carefully built brand

The lawsuit also states that Lipa is “very selective” in choosing the products she supports and that in the past she had contracts with brands such as Apple, Porsche, Versace, Bulgaria and Nespresso. Samsung’s behavior “makes a mockery of its hard work to establish a successful brand and has deprived it of the ability to control and monetize its assets,” the document states. Lipa is seeking a permanent injunction against Samsung’s use of her photo and damages of “not less than $15 million” in actual damages, in addition to punitive damages and legal costs. So far, Samsung has not commented on the lawsuit.

Celebrities increasingly protect their identity from abuse

Due Lipa’s case against Samsung is part of a wider trend of celebrities taking legal action to protect their intellectual property. In recent years, there has been an increase in lawsuits filed by celebrities against brands due to the unauthorized use of their images. The emergence of artificial intelligence and “deepfake” technology has further increased the concern of public figures about the misuse of their image. In response, some stars are taking proactive measures, with Matthew McConaughey and Taylor Swift recently requesting the protection of their voices and catchphrases to prevent them from being used by artificial intelligence. This trend indicates a growing awareness among celebrities of the need to secure personal brands in an increasingly digital world.