Italy's Meloni files to register her voice as EU trademark to counter AI fakes
In short
Italian Prime Minister Giorgia Meloni applied on October 5 to the European Union Intellectual Property Office to register her voice as a trademark, according to reports cited by Nikkei. The filing is a four-second Italian recording in which she says “I am Giorgia Meloni” twice, and it is still under examination. Local media said the aim is to protect her from misuse such as AI-generated deepfakes, though La Repubblica reported that registration would not by itself prevent deepfakes from being made.
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Italian Prime Minister Giorgia Meloni applied on October 5 to the European Union Intellectual Property Office to register her voice as a trademark, Nikkei reported, citing local media. According to the office's website, the application covers a four-second recording in which she repeats “I am Giorgia Meloni” twice in Italian, and it is listed as under examination. Tokyo Shimbun and Nishi-Nippon Shimbun carried headline reports describing the same filing as an intellectual property application and an AI-fake countermeasure. [ 1 , 2 , 3 ]
Local media said the purpose is to protect her from misuse, including AI-generated deepfakes, according to Nikkei. Fake images and videos of Meloni, some of them sexual in nature, have already circulated online, and in 2024 she pursued damages in a criminal case over the publication of a pornographic video using her face, Nikkei reported. [ 3 ]
The Italian newspaper La Repubblica reported that even if the registration is granted it cannot prevent deepfakes from being created, but would serve as one means of protecting her, according to Nikkei. The documents do not record any comment from Meloni or her office on the filing, and give no indication of when the office will decide on it. [ 3 ]
Why it matters
The application shows a national leader turning to intellectual property tools rather than legislation to address AI-generated impersonation, and the documents note such protection may not stop fakes from being created. It also follows reports that fake images and videos of Meloni, including sexual content, have already circulated online.
Key facts
- Meloni applied on October 5 to the EU Intellectual Property Office to register her voice as a trademark, according to reports cited by Nikkei. [ 3 ]
- Tokyo Shimbun and Nishi-Nippon Shimbun also reported that the Italian prime minister filed an intellectual property application for her voice as an AI-fake countermeasure. [ 1 , 2 ]
- According to the office's website, the application covers a four-second recording in which she repeats “I am Giorgia Meloni” twice in Italian. [ 3 ]
- The application is under examination, Nikkei reported, citing the office's website. [ 3 ]
- Local media reported the aim is to protect her from misuse including AI-generated deepfakes. [ 1 , 2 , 3 ]
- Fake images and videos of Meloni, some of them sexual, have circulated online, and in 2024 she sought damages in a criminal case over a porn video using her face, according to Nikkei. [ 3 ]
- La Repubblica reported that even if the registration is granted it cannot prevent deepfakes from being created, but would be one means of protecting her, according to Nikkei. [ 3 ]
Confirmed by several sources
Still unclear
- Whether the EU Intellectual Property Office will grant the registration. Nikkei reported the application is listed as under examination, and the documents give no decision or expected date.
- Whether a registered trademark would actually stop deepfakes. Nikkei attributes this assessment to La Repubblica, a single source, and no official or court position on the effect is given in the documents.
- Whether Meloni or her office has commented on the filing. The documents describe the application and the reported rationale but quote no statement from her or her office.
What local media are saying
Timeline, local time
- Tokyo Shimbun publishes a report that Italy's prime minister applied for intellectual property protection for her voice as an AI-fake countermeasure. [ 1 ]
- Nishi-Nippon Shimbun carries the same headline report. [ 2 ]
- Nikkei publishes details of the filing, citing local media and the EU Intellectual Property Office website. [ 3 ]