Full Breakdown
Italian Prime Minister Seeks Voice Trademark to Guard Against AI Deepfakes
By Drooid · · How we work
Trademark Application to Protect a Political Voice
The office of Italian Prime Minister Giorgia Meloni confirmed that she has filed an application with the European Union Intellectual Property Office (EUIPO) to trademark her own voice. The filing, made on a Monday, includes a four-second recording in which Meloni repeats the phrase “Io sono Giorgia” (“I am Giorgia Meloni”). By securing a trademark, she aims to obtain legal control over any unauthorised reproductions of that vocal signature.
Rising Trend of Voice and Image Trademarks
Meloni’s move follows a growing pattern among public figures. In January, U.S. actor Matthew McConaughey became the first celebrity to trademark his image and voice. Singer Taylor Swift filed three U.S. trademarks in April—one using a concert photograph and two using audio clips of herself introducing her latest album. In August, more than 80 performers, including actors Matt Lucas, Hugh Bonneville and Nicola Coughlan, urged British Prime Minister Andy Burnham to introduce legislation granting every individual a legal right to own their voice.
Legal and Personal Stakes
The trademark request comes as Meloni faces ongoing abuse from AI-generated media. In 2024 she pursued €100,000 in damages after deep-fake pornographic videos featuring her were uploaded online. Earlier in May, AI-generated images of her in lingerie circulated widely, prompting her to warn that deepfakes constitute a “dangerous tool” capable of deceiving and manipulating anyone. The timing of the trademark filing is notable because Italy’s general elections are scheduled for next year.
Implications for AI Regulation and Public Figures
Voice clones can be produced from only a few seconds of audio, though high-quality replicas typically require hours of source material. By trademarking her voice, Meloni seeks to set a precedent that could influence broader regulatory approaches to synthetic media. The calls from British performers for statutory protection underscore a growing international debate over whether individuals should have enforceable rights over their biometric data and vocal likenesses.
Official Reactions
Meloni’s office reiterated that the application is part of a broader effort to combat deep-fake misuse. In a May social-media post, Meloni emphasized that the issue extends beyond her own experience, warning that deepfakes can be weaponised against any public or private individual.