Key facts
- UK law does not offer general protection for an individual's voice, image, or persona against AI cloning.
- Criminals can clone a voice with less than ten seconds of audio, leading to imposter scams.
- France, Italy, the Netherlands, and Denmark have laws protecting personality rights.
- Taylor Swift has filed trademark applications for phrases related to her likeness, but this only applies to commercial contexts.
- AI voice technology platforms can replicate voices and fine-tune tone, pitch, and pacing within minutes.
Current UK laws are considered inadequate to protect individuals from having their voices or faces cloned by artificial intelligence without their knowledge or consent, according to experts. The legislation, written before the advent of advanced AI capabilities, is described as "unfit for purpose" by media lawyer Dr. Mathilde Pavis.
The UK relies on a combination of copyright, data protection, trademarks, and passing off laws, but none were specifically designed for AI cloning. There is no general right to own one's voice, image, or persona under UK law. This contrasts with countries like France, Italy, the Netherlands, and Denmark, which have established laws protecting personality rights. US artists are reportedly receiving higher compensation for the use of their likeness compared to their UK counterparts.
Concerns extend to financial fraud, as criminals can clone voices using short audio clips, leading to imposter scams. The University of Cincinnati found that similar vocal timbres can lower listeners' psychological defenses, increasing compliance. Commercially, platforms like Chatterbox and Omilia offer voice cloning services that can replicate and customize voices within minutes for various legitimate uses, including customer service and content creation.
Enforcement mechanisms like trademarks, as seen with Taylor Swift's filings, are limited to commercial contexts and do not address broader unauthorized imitation. Passing off claims are also expensive and likely only accessible to very famous individuals who can demonstrate goodwill or reputation in their voice. Owning a recording or trademark does not grant ownership of one's voice sound in general.
The trade union Equity has highlighted AI cloning as a significant issue, submitting claims on behalf of over 20 members whose voices were allegedly used without permission. A spokesperson for Fish Audio, an AI firm, stated they take voice protection seriously and removed content when terms of use were violated. Baroness Beeban Kidron OBE, a digital regulation campaigner, criticized the government for not strengthening copyright laws and for allegedly protecting big tech over citizens.