British-Albanian pop star Dua Lipa has initiated legal proceedings against Samsung, seeking $15 million (€13.2 million) in damages over what she describes as the unauthorised use of her image on television packaging. The lawsuit, filed in the US District Court for the Central District of California, alleges that the South Korean electronics giant prominently featured a photograph of Lipa on boxes for several TV models sold across the United States, creating a false impression of endorsement.
According to the court filing, the image was captured during Lipa's performance at the Austin City Limits Music Festival in 2024 and is a copyrighted work owned by the singer. The packaging, the complaint argues, was "designed to improperly capitalize on Ms. Lipa's hard-earned success to promote and sell Samsung's products." The lawsuit includes claims of copyright infringement, trademark infringement, and misappropriation of Lipa's likeness.
Fan reactions and the 'Dua Lipa TV Box'
Lipa first became aware of the packaging in June 2025, after fans began sharing images on social media, dubbing it the "Dua Lipa TV Box." The complaint includes screenshots of posts that Lipa's legal team says demonstrate consumer confusion. One post allegedly read: "I wasn't even planning on buying a tv but I saw the box so I decided to get it." Another user reportedly commented on the packaging's appeal, suggesting it influenced purchasing decisions.
The case highlights a growing tension between celebrities and corporations over the use of personal images in marketing. While Samsung has not yet publicly responded to the allegations, the lawsuit underscores the value of a public figure's likeness in driving consumer behaviour. Lipa, who has built a global brand through music and endorsements, argues that Samsung's actions diluted her control over her own image and misled consumers into believing she had a commercial relationship with the company.
This is not the first time a European artist has taken legal action over unauthorised use of their image. In recent years, similar disputes have arisen across the continent, from France to Germany, as digital and physical marketing blur the lines between permissible and exploitative use. The case also echoes broader debates about intellectual property rights in the age of social media, where images can spread rapidly without proper licensing.
The lawsuit was filed in California, but its implications reach across the Atlantic. Samsung is a major player in the European consumer electronics market, and a ruling in this case could set a precedent for how companies in the EU and beyond handle celebrity endorsements. The European Union's General Data Protection Regulation (GDPR) and its right to one's own image under national laws—such as France's droit à l'image—already provide strong protections for individuals, but the commercial use of photographs often falls into a legal grey area.
Lipa's legal team is seeking not only monetary damages but also an injunction to prevent Samsung from using the image in the future. The case is expected to proceed through the US courts, but it may also prompt discussions in European capitals about harmonising protections for public figures across member states. As the continent grapples with the digital economy's challenges, this lawsuit serves as a reminder that even global stars must fight to maintain control over their own likeness.
