Nathan Cleary pursues legal action over AI deepfake flyers
AI-generated deepfake images of NRL player Nathan Cleary were printed on flyers distributed at a Sydney stadium, showing him endorsing an unidentified product with no contact details. Cleary's lawyer is pursuing civil and criminal charges over the unauthorised use of his likeness and warned that consumers could be deceived and scammed.
What happened
AI-generated images of NRL player Nathan Cleary were printed on flyers and placed on hundreds of cars outside Accor Stadium following the State of Origin decider. The flyers showed Cleary in an NRL Blues jersey with his arm around an AI-generated woman, with text reading 'Way to go Blues! I knew you had rizz! I'm taking this one home!' The flyers contained no branding, website, or contact information indicating who created or distributed them.
Reported impact
Cleary's lawyer Daniel McGirr stated the unauthorised use of the player's likeness without consent could cause harm. McGirr warned that the public could be deceived into thinking Cleary endorsed an unknown product or service, potentially leading them to fraudulent websites or scams.
Index analysis
The flyers lacked any clear purpose, branding, or contact details, making their intent unclear. McGirr characterised the incident as part of a growing problem for public figures and warned that AI-generated deepfakes would worsen without action.
Governance controls
Cleary's legal representative said the NRL merchandising section should be concerned about protecting players' likenesses. McGirr urged the NRL to take action to prevent further damage from similar incidents.
Classification
Sources and evidence
Sources not yet published
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