Italian PM Meloni seeks EU trademark for her voice amid AI deepfake risks

Rome has seen the Italian Prime Minister Giorgia Meloni submit an application to the EU Intellectual Property Office (EUIPO) for a trademark of her voice, in an effort to safeguard herself from AI-generated deepfakes, according to records released on Monday. The application, dated October 5 and verified by her office, comprises a brief audio clip of Meloni pronouncing the phrase "I am Giorgia Meloni" in Italian twice.

The phrase "Io sono Giorgia" had previously appeared in Meloni's 2021 autobiography, "I am Giorgia," which was derived from a declaration she made at a political rally in 2019, a line that was even adapted into a disco track. Meloni has been vocal in her condemnation of manipulated images of her, often shared online as if authentic, including one that showed her sitting on a bed in her underwear.

She has urged audiences to verify content before sharing it online, asserting that while she can handle such attacks herself, many others lack the ability to defend themselves.

The EUIPO application is currently under review. Even if approved, the trademark would not entirely deter the use of Meloni's voice in AI-generated deepfakes, although it could introduce additional legal barriers for those attempting to replicate it. In 2024, Meloni initiated a civil lawsuit against a Sardinian man accused of producing and disseminating falsified deepfake pornographic images featuring her face. The legal proceedings are ongoing.