Szoboszlai management takes legal action over unauthorized commercial use of AI images
Multiple Hungarian companies reportedly used AI-generated images based on photographs of footballer Szoboszlai Dominik's outfit for commercial advertising without permission. Szoboszlai's management agency EM Sports took legal action against companies using the images for commercial purposes, while confirming they have no objection to humorous non-commercial memes.
What happened
After Szoboszlai Dominik arrived at a Hungarian national football team training camp in distinctive designer clothing—a checked Prada top, white bermuda shorts, moccasins, and Hermès bag—photos of his outfit became widely shared online and sparked numerous humorous memes created with AI image generation.
Multiple companies used photographs of Szoboszlai's outfit and AI-generated images derived from those photographs for commercial advertising purposes without permission, including to promote their products and services. EM Sports, Szoboszlai's management agency, stated that no company requested authorization for the commercial use of the images.
Reported impact
EM Sports took legal action against companies that used the images for commercial purposes. The agency distinguished between humorous non-commercial use, which it welcomed as positive expression of fan affection, and commercial advertising use, which it deemed unacceptable without authorization.
Index analysis
AI image generation was used to create derivative works based on original photographs without the subject's consent for commercial purposes. The incident illustrates tension between legitimate fan engagement through memes and unauthorized commercial exploitation of a person's likeness.
Governance controls
EM Sports stated that several market participants ceased the unlawful use immediately upon being contacted by the agency. The management team emphasized the distinction between commercial and non-commercial uses, indicating they do not oppose humorous content.
Classification
Sources and evidence
Sources not yet published
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