Experts at law firm Mills & Reeve are behind a push for new legislation to help people protect themselves against the threat of AI-generated deepfakes, in a campaign that has secured the backing of football stars Cole Palmer and Lucy Bronze among others.

The firm, which has seven offices across the UK including in Manchester, has launched My Name, My Face, which is calling for greater legal protections amid a huge increase in the volume of deepfakes and other AI-generated content circulating online.

Chelsea and England footballers Cole Palmer and Lucy Bronze, former Made in Chelsea star Louise Thompson and actress fashion designer and entrepreneur Tan France, as well as professional bodies including the Professional Footballers’ Association and FIFPRO, are among those backing My Name, My Face.

Lawyers at Mills & Reeve previously advised Palmer on protecting personal brand assets including his portrait mark, famous celebration and ‘Cold Palmer’ nickname.

My Name, My Face calls for the creation of personality rights legislation to give individuals ownership and protection of their own personality against impersonation. Currently, those seeking to challenge the misuse of their image must rely on a patchwork of legal protections, including copyright, trademark, data protection and passing off – provisions unfit in the current AI era.

Eight million deepfakes were shared online last year, up from 500,000 in 2023, according to government figures.

Manchester-based partner Carol Couse, head of Mills & Reeve’s sports, entertainment and media sector team, said: “All too often we hear of deeply distressing [EW1] stories from high-profile clients, particularly female sportspeople, whose identities have been compromised by deepfakes. It’s these experiences, and the proliferation of unauthorised AI-generated content, that have inspired us to create My Name, My Face.

“We’re drawing attention to a significant gap in the law, but this isn’t just about celebrities – everyone deserves better legal protection and recourse if their identity is reproduced and shared without consent.

“The backing we’ve already secured for the campaign shows the strength of feeling for acting now. The current patchwork of legal protections is simply not fit for purpose. It’s crucial that the pace of change in the law reflects the speed at which technology is advancing and prioritises providing the right for people to take full ownership of their face, likeness and voice.”

Lucy Bronze, Chelsea FC Women footballer, added: “The rise of deepfakes is unsettling because they can take away a person’s control over their own image and identity. When technology is used to create fake content that appears real, it can be damaging not only to the person involved but also to everyone who sees and shares it.

“No one should have to worry that their face, likeness or reputation can be manipulated without their consent. We need greater awareness, stronger protections, and real accountability to make sure people, especially women and girls, are protected from this kind of abuse.”

Mills & Reeve’s warning comes ahead of a long-anticipated government consultation on digital replicas, which is expected to examine the unauthorised creation and use of AI-generated representations of individuals.

To find out more and support the call for stronger personality rights in the UK. Get involved and add your name and face to the campaign - www.mynamemyface.com