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

Italian Prime Minister Giorgia Meloni has submitted an application to the European Union's Intellectual Property Office (EUIPO) to secure a trademark for her voice, in an attempt to safeguard herself from AI-generated deepfakes, documents revealed on Monday. The EUIPO application, dated October 5 and confirmed by her office, includes a four-second audio clip of Meloni repeating the phrase "I am Giorgia Meloni" in Italian.

This phrase became synonymous with her during her 2021 autobiography, "Io sono Giorgia," which was inspired by a rallying cry from 2019 when she made a similar statement in a political rally, the origins of which even sparked the creation of a disco track.

In recent years, Meloni has been a frequent target of manipulated images circulating online, some of which have been falsely presented as genuine, such as one where she is depicted on a bed in her underwear. The prime minister has been vocal about the impact of such content, often used to spread misinformation and target individuals. She has urged users to verify content before sharing it online, stating that while she can defend herself against these attacks, many others cannot.

The EUIPO's application is still under review. Even if the trademark is granted, it is not guaranteed to prevent the use of her voice in AI-generated deepfakes, although it could introduce additional legal barriers for those attempting to duplicate it. In 2024, Meloni filed a civil lawsuit against a man from Sardinia, who is accused of creating and circulating explicit deepfake pornography featuring her face. This legal case is currently pending in an Italian court.