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Model’s AI Likeness Sparks NZ Call for Consent Laws

6/10/2026

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Summary

Story summary

Model Elijah Timmins-Scanlon says Huffer posted an AI-generated image of him and his brother, prompting the brand to block his Instagram account.
New Zealand’s copyright and personality-right laws provide no clear protection against non-consensual AI-generated likenesses.
The Model Alliance and Models Trust warn AI could exploit models and call for consent-based regulations.
Intellectual-property lawyer Narly Kalupahana says tight agency contracts are the most practical way for models to protect their likenesses.

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Story summary

Model Elijah Timmins-Scanlon says Huffer posted an AI-generated image of him and his brother, prompting the brand to block his Instagram account.
New Zealand’s copyright and personality-right laws provide no clear protection against non-consensual AI-generated likenesses.
The Model Alliance and Models Trust warn AI could exploit models and call for consent-based regulations.
Intellectual-property lawyer Narly Kalupahana says tight agency contracts are the most practical way for models to protect their likenesses.