Dua Lipa’s reported $15m claim against Samsung is a timely reminder for businesses that using a recognisable face in marketing can carry real legal risk. Although there is no standalone “image right” in the UK, that does not mean images are free to use. Copyright, permissions and the risk of implying celebrity endorsement all need to be considered.

The claim centres on Samsung using a photograph of Lipa on TV packaging in 2025. The image, taken at a 2024 performance, was prominently displayed, with Lipa arguing it was used to drive sales by trading on her brand and without her consent as the owner of the image. Social media reaction highlighted the impact, with some users saying they would buy the product simply because she appeared on it.

Samsung says the image came from a third‑party provider and was used on the basis that they believed that the rights had been cleared.

For businesses, the key point is this: there’s no standalone “image right”, but that doesn’t mean you’re free to use images. Copyright will usually belong to the photographer or rights holder, and unauthorised use can still infringe. There’s also additional risk if your use suggests endorsement as is the argument here.

The practical takeaway is simple. Don’t assume an image is safe to use just because it’s available or supplied by a third party. Check ownership, secure permission, and think carefully about how it will be perceived.

If your business relies on imagery in marketing or packaging, now’s the time to review your processes. Get in touch to ensure your use of images is properly protected.