Dua Lipa has initiated legal proceedings against Samsung, alleging unauthorised commercial use of her image in a marketing campaign. The claim, filed in the United States District Court for the Central District of California on Friday, seeks damages of approximately USD 15 million (around BDT 1.8356 billion).

According to the complaint, Samsung has been using the singer’s image on packaging materials and promotional assets for its television products since 2024 without obtaining prior consent. The legal filing asserts that the company neither sought authorisation nor informed the artist or her representatives about the commercial exploitation of her likeness.

The lawsuit further argues that the use of Dua Lipa’s image was not incidental but part of a deliberate marketing strategy aimed at capitalising on her global popularity. Her legal team claims this approach created a misleading impression among consumers that she had officially endorsed or was affiliated with Samsung’s products.

A key piece of evidence cited in the case is a photograph reportedly taken backstage at the Austin City Limits Festival in 2024. The singer’s representatives maintain that the image is protected by copyright and that its commercial deployment without permission constitutes a clear infringement of her intellectual property rights.

The filing also references user-generated comments on social media platforms suggesting that some consumers were influenced by the promotional materials featuring her image when purchasing televisions. Her lawyers argue that this demonstrates a direct link between the campaign and consumer behaviour.

Dua Lipa’s legal team emphasises that she has carefully built her international brand identity and maintains strict control over any commercial associations. Any unauthorised use of her image, they argue, risks diluting her reputation and undermining her endorsement standards.

Key Case Details

Legal experts suggest that the case may fall under the broader framework of the right of publicity and commercial image licensing laws in the United States. If the court rules in favour of the claimant, the decision could set a significant precedent regarding the use of celebrity likenesses in global advertising campaigns, particularly within the technology sector.

As of now, Samsung has not issued any official response to the allegations. The case has nonetheless attracted considerable attention across both the technology and entertainment industries, with observers closely watching its potential implications for future brand endorsement practices.