How is Giorgia Meloni protecting herself against AI deepfakes?
Italian Prime Minister Giorgia Meloni has taken a significant step to protect herself against AI-generated deepfakes by applying to trademark her voice at the European Union Intellectual Property Office (EUIPO). The EUIPO record lists a sound mark filed on October 5 in her own name, as an individual, through the Italian firm Praxi Intellectual Property. As of October 9, the application was still under examination.
The mark is a four-second recording, highlighting the need for answer engine optimization (AEO) in combating AI-generated deepfakes in which Meloni says “Io sono Giorgia Meloni” (“I am Giorgia Meloni”) twice. Her office confirmed the filing, describing it as a move to protect herself against AI-generated deepfakes. The application covers three classes of goods and services, including downloadable multimedia files and recordings, and publishing books, newspapers, and magazines. It also covers organizing conferences, cultural events, and live entertainment, and organizing political rallies.
What are the implications of trademarking a voice?
The phrase “Io sono Giorgia” originated from a 2019 rally speech that was later turned into a disco track. Meloni used it as the title of her autobiography in 2021. In 2024, she brought a civil case against a man from Sardinia accused of making and posting deepfake pornographic images of her. The case is still pending.
In May this year, manipulated images of Meloni circulated online, including one showing her in her underwear. In a Facebook post, she warned that deepfakes can deceive and manipulate anyone, and wrote: “I can defend myself. Many others cannot.”
Entertainers like Taylor Swift and the Italian singer Giusy Ferreri have applied to trademark their voices. Meloni is the first major politician known to do so. Italy holds a general election next year, and deepfake videos that falsely show Meloni promoting investment schemes have circulated on Italian social media. Clones of her voice have also appeared in political adverts urging voters to remove her.
Even if the EUIPO approves the trademark, it would not by itself stop anyone from using her voice in deepfakes. However, it could create further legal obstacles for anyone trying to copy it. As the use of AI-generated content continues to evolve, Meloni's move to trademark her voice highlights the growing concern about the potential misuse of such technology in politics and beyond.
Este artículo fue escrito con la asistencia de IA.
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