23/07/2025
In a bold move towards digital autonomy, Denmark has proposed a revolutionary law that would give individuals complete control, similar to copyright, over their own image, including their face, voice and body. If passed, this law would make Denmark the first country in Europe to recognise personal identity as intellectual property in the age of AI and deepfakes.
Why Does It Matters?
From fake political videos to AI-generated revenge porn videos, deepfakes are becoming a worrying norm. Traditional legal tools are often insufficient, especially as new threats emerge faster than regulatory systems can respond. As reported by The Guardian, the Danish project addresses this gap by redefining individual identity not only as a matter of privacy but also as a property right, enabling citizens to regain control from those who exploit their image without their consent.
What the Law Would Do?
Announced in June 2025 by Culture Minister Jakob Engel-Schmidt, this law grants citizens three fundamental rights:
- Right of removal: you can demand the immediate removal of any AI-generated content using your face, voice or body, regardless of the intention.
- Compensation for damage: if your image is used without authorisation and causes damage, you will have the right to claim damages, even without proving damage to your reputation or malicious intent.
- Platform liability: Technology platforms and hosting providers face significant fines if they fail to respond quickly when notified of illegal content. The enforcement of this law will align with the EU Digital Services Act.
A European First
While other countries have criminalised certain forms of deepfakes, Denmark’s approach is broader and more proactive. As highlighted by TIME Magazine, this is one of the first attempts in the world to treat identity rights as copyright-protected assets. This model could influence discussions within the EU, especially as Denmark will play a leading role in shaping European digital policy over the coming year.
What’s Next?
The bill is currently undergoing public consultation throughout the summer of 2025, allowing stakeholders, legal experts and civil society to give their opinions. A parliamentary vote is scheduled for the autumn, with strong indications of support from across the political spectrum. If the legislation is approved, it is expected to come into force in late 2025 or early 2026.
With broad cross-party support, the Danish bill is expected to be passed, positioning the country as a pioneer in digital identity rights. More than just a privacy protection measure, it marks a radical shift towards protecting individuals from manipulation and exploitation in the age of AI. If passed, it could set an important precedent for digital civil rights in Europe and beyond.