TikTok ads use AI clones of popular figures Dewy Choo, Zhang Linghe to target S’poreans

Singaporean social media influencer Dewy Choo discovered an alarming artificial intelligence (AI)-generated advertisement featuring her likeness and voice on TikTok in July, without her consent. The video showcased false eyelashes for sale, mimicking Choo's facial features and demeanour so accurately that she recognized them immediately.

This incident is not unique, as multiple popular figures have fallen victim to the replication of their identities for commercial purposes. Among them was Chinese actor Zhang Linghe, whose AI-generated likeness was seen at local landmarks like East Coast Park and Marina Bay, promoting products such as mascara and caps.

Choo reported the malicious ad to TikTok, which led to its subsequent removal. However, she expressed concerns about the potential misuse of her likeness and voice in creating malicious content. In Singapore, such content may be considered inauthentic material abuse under the Online Safety (Relief and Accountability) Act. The Online Safety Commission (OSC), established in June, now has the ability to address inauthentic material abuse through content takedowns and account restrictions, and is preparing to tackle this issue in the coming months.

Lawyers suggest that victims can report the deepfake material to the OSC if it has caused them harassment, alarm, distress, or humiliation due to false or misleading depictions. Victims may also be able to sue perpetrators in civil courts for monetary damages under the tort of passing off if their likeness is used without consent to sell products.

To protect themselves, celebrities and those with brand or talent agreements should ensure that their agreements explicitly address derivative use of their likeness, image, or voice, and limit the access to their social media accounts.