Samsung denies using Dua Lipa’s image on TV packaging amid US$15m lawsuit

Samsung has denied allegations of unauthorised use of Dua Lipa’s image on its television packaging, following a lawsuit filed by the singer in the United States.

In a statement reported by The Straits Times, Samsung said that the claim that the artiste's image was used without authorisation is not true. The company added that it had confirmed the right to use the image through a content-providing partner before use.

Additionally, the company rejected the claim that it refused to stop using the image after being asked to do so. It added that it had halted box production and replaced packaging after concerns were raised. While Samsung has not provided a public response, it reportedly had continued talks with Lipa and her team to resolve the matter amicably.

MARKETING-INTERACTIVE has reached out to Samsung for a statement.

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Last week, the British pop star filed a US$15 million lawsuit against Samsung Electronics, alleging the company used her image without authorisation, consent or compensation in a way that implied endorsement of its products.

The complaint, filed on 8 May in the US District Court for the Central District of California, centres on a backstage photograph of Lipa taken at the 2024 Austin City Limits Festival.

According to the filing seen by MARKETING-INTERACTIVE, the image was used on the front of Samsung television packaging as part of a mass-market retail campaign, which Lipa’s team argues created a false impression that she was affiliated with or endorsing the product.

The filing further alleges that Samsung “exploited Ms. Lipa’s carefully curated and extremely valuable brand identity to sell televisions without authorisation,” despite there being no partnership or endorsement agreement between both parties.

It states that Lipa “has developed substantial commercial value in her name, image, and likeness,” which she has monetised through brand sponsorships and endorsements, and argues that Samsung improperly capitalised on that value for commercial gain.

The filing also claims Samsung’s actions amounted to “willful copyright and trademark infringement, and a violation of Ms. Lipa’s right of publicity,” intended to benefit from what the filing describes as an implied association with the artist.

It further alleges that Samsung ignored repeated “demand[s] that it cease and desist from infringing on her rights,” and continued distributing the packaging despite being notified of the issue.

The complaint also cites social media posts referenced in the filing, where users suggested the image influenced purchasing decisions, including comments such as “I wasn’t even planning on buying a TV but I saw the box so I decided to get it,” and “I’d get that TV just because Dua is on it.”

The lawsuit comes amid a growing wave of legal action over the use of celebrity likenesses in commercial campaigns. In December last year, the estate of late country singer Johnny Cash sued Coca-Cola, alleging the beverage giant used a Cash impersonator and replicated his voice in a campaign without permission or compensation.

The campaign itself is the third iteration of Coca‑Cola’s fall sports push, which celebrates college football’s “Best fans ever" and features several of Coca‑Cola’s partner schools.

The estate described it as an unauthorised exploitation of his identity and artistic legacy.

“Stealing the voice of an artist is theft. It is theft of his integrity, identity and humanity,” said the estate. “Coca-Cola selected the sound-alike singer to sing the vocal track for the specific purpose of ensuring that the infringing ad sounded as close as possible to the voice."

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