Italian PM Giorgia Meloni Trademarks Voice Against AI Deepfakes

Meloni's Trademark Application

Italian Prime Minister Giorgia Meloni has submitted an application to the European Union Intellectual Property Office (EUIPO) to trademark her voice. The application, confirmed by her office, is a measure to safeguard her identity from unauthorized use by artificial intelligence (AI) platforms, particularly in the creation of deepfakes.

As part of the application, Meloni provided a four-second audio recording where she repeats the phrase "Io sono Giorgia" (I am Giorgia Meloni) twice. This phrase is notably associated with her political campaigns and was the title of her 2021 autobiography.

Growing Trend Among Public Figures

Meloni's move aligns with a growing trend among public figures seeking to protect their identities from AI misuse. In January, US actor Matthew McConaughey trademarked his image and voice. Singer Taylor Swift also filed three trademark applications in the US in April, including audio clips and a photo.

The concern over AI-generated content extends beyond individual actions. In August, over 80 performers, including Matt Lucas, Hugh Bonneville, and Nicola Coughlan, urged British Prime Minister Andy Burnham to introduce legislation that would grant every person in the UK a legal right to own their voice.

Deepfake Concerns and Legal Precedents

Voice clones can be created by training AI on recordings, with high-quality versions requiring hours of audio. Meloni's decision to trademark her voice comes ahead of Italy's general elections next year and follows personal experiences with deepfakes.

In 2024, Meloni sought €100,000 in damages after deepfake porn videos of her were uploaded online. More recently, in May, she warned about the dangers of deepfakes after AI-generated images of her circulated, emphasizing that while she can defend herself, many others cannot.