ROME, Italy – Italian Prime Minister Giorgia Meloni has applied to trademark her voice in a move aimed at protecting her identity from unauthorised use by artificial intelligence (AI) platforms and deepfakes.
The application was filed with the European Union Intellectual Property Office (EUIPO) on Monday and was confirmed by Meloni’s office.
As part of the application, Meloni recorded a four-second audio clip in which she says “Io sono Giorgia” — “I am Giorgia” — twice in Italian.
The move comes amid growing concerns over AI-generated content that can replicate the voices, images and likenesses of public figures.
Celebrities Seek Protection From AI
Meloni is not the first public figure to seek legal protection against unauthorised AI use of their identity.
US actor Matthew McConaughey trademarked his image and voice in January, while singer Taylor Swift filed three trademark applications in the United States in April.
One of Swift’s applications used an image of her performing during her Eras Tour, while the other two involved audio clips of her introducing herself while promoting her latest album.
In August, more than 80 performers in Britain called for legislation granting individuals a legal right to own their voices.
Actors including Matt Lucas, Hugh Bonneville and Nicola Coughlan were among those backing greater legal protection against AI-generated voice clones.
AI Voice Clones Raise Privacy Concerns
Voice clones are created by training AI systems on recordings of real people.
Basic copies can be generated from only a few seconds of audio, although producing highly convincing replicas generally requires much larger amounts of recorded speech.
Meloni’s decision comes ahead of Italy’s general election next year and follows her previous warnings about the risks posed by deepfakes.
The phrase “Io sono Giorgia” is also closely associated with the prime minister. It was the title of her 2021 autobiography and has featured prominently in her political campaigning.
Meloni Previously Took Legal Action Over Deepfakes
In 2024, Meloni sought €100,000 (£84,920) in damages after deepfake pornographic videos featuring her were uploaded online.
Deepfake technology allows a person’s face or other identifying features to be digitally manipulated and placed onto another person’s body or used in synthetic content.
The spread of deepfake pornography has prompted concerns over privacy, consent and the psychological impact on victims.
In May, Meloni also warned about the wider dangers of AI-generated misinformation after images purporting to show her wearing lingerie circulated online.
“The point, however, goes beyond me,” Meloni said in a social media post. “Deepfakes are a dangerous tool, because they can deceive, manipulate, and strike anyone. I can defend myself. Many others cannot.”
Her latest trademark application highlights the growing legal battle over how individuals can protect their voices and identities as AI technology becomes increasingly capable of producing realistic digital replicas.
