Dua Lipa has sued Samsung Electronics in a California federal court, accusing the tech giant of using her image on television packaging without permission.
According to court documents, Samsung allegedly used a photo titled “Dua Lipa: Backstage at Austin City Limits, 2024” on TV boxes sold in the United States. The singer says she owns the rights to the image and never approved its commercial use.
Her lawyers argue the packaging made it look like she officially endorsed Samsung televisions despite no partnership existing between both sides.
The lawsuit includes screenshots from social media users who nicknamed the products the “Dua Lipa TV Box,” while some posts joked that her face alone made the televisions more attractive to buyers. That online reaction is now becoming part of the argument.
Lipa’s legal team says the value of celebrity branding today is no longer limited to music or film. A famous face can instantly influence attention, sales and internet conversation even without a formal advertising campaign. The case arrives at a time when artists and actors are increasingly worried about how their identities are being used online.
Artificial intelligence, viral repost culture and aggressive digital marketing have made it easier for companies, creators and internet users to circulate celebrity images far beyond their original purpose.
Tom Hanks previously warned fans about fake advertisements generated using artificial intelligence, while debates around AI-generated songs mimicking Drake and The Weeknd pushed copyright and identity concerns deeper into the entertainment industry.
Court filings also show that Lipa’s team believes unauthorized endorsements could hurt the commercial value of deals she already has with global brands. The singer currently maintains partnerships with companies including Porsche, Versace and Nespresso.
Her lawyers argue that allowing her image to appear beside products she did not approve could weaken the exclusivity of those relationships and damage the carefully managed identity attached to her brand.
According to the lawsuit, Lipa discovered the alleged packaging campaign in June 2025 and demanded that Samsung stop using the image. The filing claims the company continued distributing the boxes even after cease-and-desist requests were sent.
