Denmark is preparing legislation that would give citizens control over the use of their likeness as part of a broader effort to address the spread of AI-generated deepfakes. The proposal would amend the country’s copyright law and create new obligations for online platforms amid concerns that synthetic media is being used to mislead voters, defraud companies, and target private individuals.
Denmark’s Legislative Proposal
The Danish government is advancing a bill that would grant individuals copyright over their own appearance and voice, according to the Associated Press. The measure would prohibit the sharing of deepfake content without consent and give people a process to request removal from digital platforms. Reporting states that the bill is expected to be considered early next year and has broad support among lawmakers in Copenhagen.
The legislation responds to a rise in deepfake misuse, including non-consensual imagery of private citizens and synthetic content impersonating public officials. AP cites the case of a Danish livestreamer who received a manipulated image of herself and described having no legal tools to prevent its circulation. Experts say current legal options for victims are limited, leaving individuals without a clear process for takedowns or remedies.
Danish Culture Minister Jakob Engel-Schmidt said deepfakes can undermine trust in political communication and distort public understanding, noting that an inability to remove manipulated depictions of public figures could weaken democratic processes. He added that platforms that fail to act on removal requests could face significant penalties. According to AP, the legislation is not designed to impose criminal penalties on individual users, but targets systemic failures by larger platforms.
The World Economic Forum’s (WEF) summary of the proposal notes that Denmark aims to strengthen digital identity protections by updating copyright rules to cover personal likeness. The government plans to submit the amendment during the autumn legislative session. WEF reporting describes the measure as one of the first in Europe designed specifically to address the unauthorized creation and distribution of AI-generated impersonations.
The organisation highlights recent data showing rapid growth in deepfake-related incidents, including cases involving political misinformation and financial fraud. Public figures account for a substantial share of targets, but private individuals also face increasing risks. According to WEF, deepfake-driven scams have resulted in sizable financial losses, with cases doubling in frequency.
Structure of the Proposed Law
A legal analysis published by Schjødt outlines the mechanism by which Denmark plans to embed personal likeness protections into copyright law. The firm reports that the draft amendment would create two new sections:
• Section 65-a (Performing Artists): Prohibits unauthorized AI-generated imitations of performances and reinforces the ability of artists to control digital reproductions of their acts. • Section 73-a (General Public): Extends similar protections to all individuals, granting the right to challenge and remove unauthorized copies of one’s likeness or voice shared within Denmark.
Under the proposal, likeness would function as a copyright-style entitlement. Individuals could issue takedown notices, seek compensation, and trigger platform liability when hosts do not act. Schjødt notes that claims could proceed even without proof of reputational damage.
The framework includes exemptions for parody, satire, caricature, and social criticism. These exceptions follow existing norms in European copyright practice. The firm also notes that the rules would apply to any natural person whose likeness appears within Danish jurisdiction, including non-residents.
Embedding the rules inside copyright law allows the government to rely on established enforcement structures already in use across Europe. However, Schjødt observes that the cross-border nature of digital platforms may introduce challenges when content originates outside Denmark. The proposal would require coordination with other regulations, such as the EU’s General Data Protection Regulations and Digital Services Act.
Implications for Technology Platforms
If enacted, the law would apply only within Denmark, but platform obligations may extend to global companies operating in the region. AP reports that large technology firms could face significant fines for failing to remove unauthorized deepfake content.
Some platforms already have processes for handling manipulated media. Comments from experts note that certain video platforms have developed more mature copyright-takedown systems. Other companies reportedly did not respond to requests for comment.
As EU rules such as the Digital Services Act continue to expand enforcement expectations, Denmark’s proposal may add another layer of responsibility for platforms that host user-generated content. Denmark’s amendment would allow affected individuals, including artists, to request removal of deepfake material and seek compensation under existing legal mechanisms.
Broader Policy Context
Denmark’s initiative comes as governments examine how synthetic media affects political communication, online safety, and public trust. Other countries, including the United States and South Korea, have adopted measures to address non-consensual deepfakes and manipulated media.
The Danish government is also advancing a separate proposal to restrict social media access for children under 15. Reporting indicates that the government has reached a political agreement to prohibit access for minors under that age, citing concerns about exposure to harmful content and commercial pressures. Officials say the plan will require formal legislation and will rely on Denmark’s electronic ID system for age verification. Platforms could face fines under EU enforcement mechanisms if they fail to implement adequate verification processes.
Other countries are moving in similar directions. The Netherlands has issued guidance discouraging social media use before age 15, and France is considering formal restrictions for minors. Australia recently approved the first nationwide minimum age for social media use at 16, with significant penalties for systemic non-compliance. Malaysia has also proposed restrictions on access for minors as part of its broader digital-safety agenda.
The combination of Denmark’s deepfake-targeted copyright reform and its youth-safety proposals signals a shift in how governments view platform accountability. Both initiatives rely on formal regulatory frameworks rather than voluntary industry measures, emphasizing enforcement and user protection.
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
Denmark is preparing legislation that would give citizens control over the use of their likeness as part of a broader effort to address the spread of AI-generated deepfakes. The proposal would amend the country’s copyright law and create new obligations for online platforms amid concerns that synthetic media is being used to mislead voters, defraud companies, and target private individuals.
Denmark’s Legislative Proposal
The Danish government is advancing a bill that would grant individuals copyright over their own appearance and voice, according to the Associated Press. The measure would prohibit the sharing of deepfake content without consent and give people a process to request removal from digital platforms. Reporting states that the bill is expected to be considered early next year and has broad support among lawmakers in Copenhagen.
The legislation responds to a rise in deepfake misuse, including non-consensual imagery of private citizens and synthetic content impersonating public officials. AP cites the case of a Danish livestreamer who received a manipulated image of herself and described having no legal tools to prevent its circulation. Experts say current legal options for victims are limited, leaving individuals without a clear process for takedowns or remedies.
Danish Culture Minister Jakob Engel-Schmidt said deepfakes can undermine trust in political communication and distort public understanding, noting that an inability to remove manipulated depictions of public figures could weaken democratic processes. He added that platforms that fail to act on removal requests could face significant penalties. According to AP, the legislation is not designed to impose criminal penalties on individual users, but targets systemic failures by larger platforms.
The World Economic Forum’s (WEF) summary of the proposal notes that Denmark aims to strengthen digital identity protections by updating copyright rules to cover personal likeness. The government plans to submit the amendment during the autumn legislative session. WEF reporting describes the measure as one of the first in Europe designed specifically to address the unauthorized creation and distribution of AI-generated impersonations.
The organisation highlights recent data showing rapid growth in deepfake-related incidents, including cases involving political misinformation and financial fraud. Public figures account for a substantial share of targets, but private individuals also face increasing risks. According to WEF, deepfake-driven scams have resulted in sizable financial losses, with cases doubling in frequency.
Structure of the Proposed Law
A legal analysis published by Schjødt outlines the mechanism by which Denmark plans to embed personal likeness protections into copyright law. The firm reports that the draft amendment would create two new sections:
• Section 65-a (Performing Artists): Prohibits unauthorized AI-generated imitations of performances and reinforces the ability of artists to control digital reproductions of their acts.
• Section 73-a (General Public): Extends similar protections to all individuals, granting the right to challenge and remove unauthorized copies of one’s likeness or voice shared within Denmark.
Under the proposal, likeness would function as a copyright-style entitlement. Individuals could issue takedown notices, seek compensation, and trigger platform liability when hosts do not act. Schjødt notes that claims could proceed even without proof of reputational damage.
The framework includes exemptions for parody, satire, caricature, and social criticism. These exceptions follow existing norms in European copyright practice. The firm also notes that the rules would apply to any natural person whose likeness appears within Danish jurisdiction, including non-residents.
Embedding the rules inside copyright law allows the government to rely on established enforcement structures already in use across Europe. However, Schjødt observes that the cross-border nature of digital platforms may introduce challenges when content originates outside Denmark. The proposal would require coordination with other regulations, such as the EU’s General Data Protection Regulations and Digital Services Act.
Implications for Technology Platforms
If enacted, the law would apply only within Denmark, but platform obligations may extend to global companies operating in the region. AP reports that large technology firms could face significant fines for failing to remove unauthorized deepfake content.
Some platforms already have processes for handling manipulated media. Comments from experts note that certain video platforms have developed more mature copyright-takedown systems. Other companies reportedly did not respond to requests for comment.
As EU rules such as the Digital Services Act continue to expand enforcement expectations, Denmark’s proposal may add another layer of responsibility for platforms that host user-generated content. Denmark’s amendment would allow affected individuals, including artists, to request removal of deepfake material and seek compensation under existing legal mechanisms.
Broader Policy Context
Denmark’s initiative comes as governments examine how synthetic media affects political communication, online safety, and public trust. Other countries, including the United States and South Korea, have adopted measures to address non-consensual deepfakes and manipulated media.
The Danish government is also advancing a separate proposal to restrict social media access for children under 15. Reporting indicates that the government has reached a political agreement to prohibit access for minors under that age, citing concerns about exposure to harmful content and commercial pressures. Officials say the plan will require formal legislation and will rely on Denmark’s electronic ID system for age verification. Platforms could face fines under EU enforcement mechanisms if they fail to implement adequate verification processes.
Other countries are moving in similar directions. The Netherlands has issued guidance discouraging social media use before age 15, and France is considering formal restrictions for minors. Australia recently approved the first nationwide minimum age for social media use at 16, with significant penalties for systemic non-compliance. Malaysia has also proposed restrictions on access for minors as part of its broader digital-safety agenda.
The combination of Denmark’s deepfake-targeted copyright reform and its youth-safety proposals signals a shift in how governments view platform accountability. Both initiatives rely on formal regulatory frameworks rather than voluntary industry measures, emphasizing enforcement and user protection.
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