Denmark is moving to give people legal protection over their own faces and voices. The plan targets unauthorized AI-generated replicas of real people.

The proposal comes as AI tools make it easy to create convincing fake images, videos, and audio of anyone. Deepfake scams and fake endorsements have risen across Europe. Denmark’s move would let individuals object to replicas made without their consent.

The idea reflects a growing regulatory push against AI misuse. The European Union’s AI Act already demands transparency around AI-generated content. OpenAI has begun watermarking AI-generated text in Europe to support compliance with the act.

Critics of deepfakes say existing laws are too slow for how fast the technology spreads. Supporters of the Danish plan say personal likeness should work like a property right.

The details of enforcement are still unclear. What is clear is that governments are racing to set rules for an AI problem that is already here.