Naruszenie wizerunku przy wykorzystaniu technologii deepfake – analiza prawna i praktyczna
Image violation with the use of deepfake technology – a legal and practical analysis

Summary/Abstract: The article presents considerations on the protection of image in the situation of its violation with the use of new technologies. The problem of image infringement in deepfake technology is discussed. The article presents what, in the eyes of the law, deepfake is, who is responsible for the image infringement made with the use of this technology and the currently functioning basic legal institutions of image protection. The author analyses the existing sources of law; moreover, in relation to the sources, the author uses the dogmatic-legal method by applying relevant provisions of private law, in particular civil law and copyright law. Also, reference to national jurisprudence and doctrinal views enables a critical analysis of the legal regulations in the context of protection of the right of publicity. The practical analysis of current legislation allows pointing out fundamental doubts about the accuracy and correctness of the regulations adopted in this area. It was found that national laws, on the one hand, provide protection of the image from being captured and disseminated in deepfake materials; on the other hand, these regulations may cause serious doubts in the doctrine and discrepancies in interpretation of the law. It has been concluded that rules on image and AI technology in general should be regulated in detail by the legal system.

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