UK models launch petition to protect likeness from AI misuse

The British Fashion Model Agents Association (BFMA) has launched a petition titled “My face is my own”, calling for stronger protections against the unauthorised use of model likenesses by artificial intelligence technologies.

Backed by 2,348 professional models, the campaign is pushing for immediate recognition of individual image rights and the establishment of clear ethical boundaries for AI use in fashion and media. The initiative highlights the risk that, without regulation, not just models but also creative professionals such as photographers, hair and make-up artists, and stylists could become vulnerable to exploitation by digital tools.

In its petition letter, the BFMA stated that the signatories “do not (and have not) granted any permission for their likeness, image, and/or characteristics, to be used for any artificial intelligence purposes.” The association is demanding that express written consent must be obtained for any AI use, granted voluntarily, and on specifically agreed licensing terms.

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The petition also flags a gap in UK legislation, where protections for image rights remain fragmented across data protection laws, advertising codes, criminal legislation and performer rights.

“There is currently no single clear legal protection for misuse of an individual’s image (including for AI purposes),” the petition noted, adding that this uneven framework leaves individuals with “unequal bargaining power” against commercial stakeholders.

By contrast, the BFMA pointed to stronger protections being rolled out in the EU and US, where new laws are being tabled to tackle the creation of non-consensual digital replicas and deepfake misuse. The association is urging the UK government to follow suit and address the issue directly in its upcoming AI legislation.

Without swift action, the BFMA warned of significant risks to both careers and livelihoods. Models could see their images used without consent or compensation, while the industry as a whole faces the threat of widespread job losses. 

The petition comes amid AI’s growing presence in the fashion industry. Most recently, Valentino, in collaboration with Vans, released an AI-generated campaign featuring models’ likenesses, emphasising that all imagery was created with the informed consent of the models involved.

Not all in fashion, however, is embracing AI. In July, a Guess advertisement in Vogue sparked backlash on social media. The two-page spread in the magazine’s August issue featured a blonde model styled in high-fashion looks, with a small line of text noting: “Produced by Seraphinne Vallora on AI.” The model did not exist.

Created by AI-driven creative studio Seraphinne Vallora, co-founded by designers Valentina Gonzalez and Andreea Petrescu, the campaign aimed to democratise high-fashion visuals through design-led AI tools. Instead, it drew criticism from fans who accused Guess and Vogue of sidelining real models, intensifying debates around creativity, labour, and beauty standards in fashion.

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