Dua Lipa has filed a $15 million lawsuit against Samsung Electronics, accusing the electronics giant of using her image without permission to market television sets across the United States. The lawsuit, filed in California federal court, alleges Samsung placed a copyrighted backstage photograph titled “Dua Lipa – Backstage at Austin City Limits, 2024” on TV packaging, creating the impression that the singer endorsed the products despite no commercial partnership existing between the two sides.
Lipa claims she owns full rights to the image and argues Samsung ignored repeated demands to stop using it after she became aware of the alleged infringement last year. The suit includes claims for copyright infringement, trademark violations and breaches of California publicity rights laws.
Her legal team also attached social media posts as evidence that the packaging influenced consumer behaviour. One user allegedly wrote they would buy the television “just because Dua is on it”. The dispute highlights how valuable celebrity image rights have become in modern marketing. Global brands increasingly rely on familiar faces to cut through crowded advertising markets, especially in consumer electronics where product differentiation has narrowed. A recognisable celebrity can instantly shape trust, aspiration and purchasing decisions.
That commercial power explains why artists tightly control endorsement deals. Lipa has previously partnered with luxury and technology brands including Porsche, Versace and Nespresso, making unauthorised use potentially damaging beyond direct financial loss.
The case also lands at a moment when image ownership disputes are escalating across entertainment and advertising. Earlier this month, India’s Zee Entertainment sued beauty retailer Nykaa over alleged misuse of copyrighted songs in promotional social media content. Samsung has declined to comment publicly on the litigation.
Author: George Nathan Dulnuan