Full Breakdown
Italian Prime Minister Seeks EU Trademark for Her Voice to Counter AI Deepfakes
By Drooid · · How we work
Core Event: Application for a Sound Trademark
On October 5, Italian Prime Minister Giorgia Meloni filed an application with the European Union Intellectual Property Office (EUIPO) to register her voice as a sound trademark. The filing includes a four-second clip of Meloni saying “Io sono Giorgia Meloni” twice. EUIPO records show the request is under examination and has not yet been granted.
Background & Context: Deepfake Threats and Prior Legal Actions
AI-generated deepfakes that replicate voices and images have proliferated across Europe, prompting public figures to seek new safeguards. Meloni has previously been targeted by manipulated images, and in May she warned that deepfakes can “deceive, manipulate and harm anyone.” Similar concerns have been raised by pop star Taylor Swift, actor Scarlett Johansson, and a Japanese court that recently protected a human voice.
Data & Statistics: Scope of the Trademark Request
The EUIPO filing lists the voice as a “sound mark,” covering a distinctive sound. The application enumerates goods and services such as downloadable multimedia content and political events. If approved, the registration would extend across all 27 EU member states, allowing Meloni to pursue legal action in each jurisdiction. Under Italian law, counterfeiting a registered trademark can result in fines and, in serious cases, imprisonment.
Official Statements & Responses
Meloni’s office confirmed the filing and said the trademark is intended as an additional legal tool against unauthorized use of her voice. Reuters reported that EUIPO has not yet rendered a decision. Italian media noted that, even if granted, the mark would not automatically prevent AI systems from cloning her voice but could create new grounds for injunctions and damages.
Timeline
- October 2022 – Meloni assumes office as Italy’s prime minister.
- 2019 – Meloni delivers the rally slogan “Io sono Giorgia Meloni,” later used as the title of her autobiography.
- 2024 – Meloni files a civil lawsuit seeking €100,000 in damages from a duo accused of producing deepfake pornographic videos using her likeness.
- May 2024 – Meloni publicly warns about deepfake harms.
- October 5 2026 – Application for a voice sound trademark is submitted to EUIPO.
Conflicting Reports & Gaps
Sources agree the trademark would not by itself block AI voice cloning, but they differ on the legal advantages it might confer. No official EUIPO guidance on applying a sound trademark to AI-generated content has been released.
What’s Next
The EUIPO’s examination will determine whether the sound mark is granted. If approved, Meloni could initiate infringement actions in any EU country where the trademark is recognized, while her pending 2024 deepfake pornography lawsuit proceeds before an Italian court. Legal scholars continue to debate whether trademark law can address the broader challenges posed by realistic AI-generated voices.