Giorgia Meloni trademarks her voice to protect against deepfakes

The application was submitted to the European Union Intellectual Property Office (EUIPO) on Monday and confirmed by her office. As part of the filing, Meloni recorded a four-second audio clip where she affirms her identity, stating "Io sono Giorgia," which translates to "I am Giorgia Meloni" in English. 

Meloni is not the only public figure seeking to protect her identity within the digital realm; earlier this year, actor Matthew McConaughey made headlines when he trademarked both his image and voice. Graeme Murray, Senior Associate at Marks & Clerk, commented, “The filing of elements of individuals’ voices and images via trade mark applications has become more prevalent as a result of the recent rise of AI generated content, digital replicas and deepfakes." He elaborated on the merits of trademark registration, explaining how it offers vital protection when it comes to the commercial use of one's voice or image.

Despite the potential advantages, Murray highlighted some limitations of Meloni's trademark. Notably, it only covers her voice in relation to the specific phrase she registered, rather than providing all-encompassing protection against the misuse of her voice or image. He compared this to the increased risks political figures face, as deepfakes can be used to disseminate misinformation or even create inappropriate content.

Murray suggested that trademark applications may continue to rise as public figures seek to reinforce their legal standing against unauthorised commercial use of their identity. He noted, “Trade mark registration provides an additional legal route to individuals that are concerned about their image or voice being used in a commercial context." Furthermore, he added that the UK’s Online Safety Act criminalises the creation of sexually explicit deepfakes, offering more robust legal avenues for prevention.

With the intersection of technology and personal identity becoming an increasingly critical issue, Meloni's proactive approach might pave the way for more politicians to secure their voices and images in the face of emerging AI challenges