Pop star Dua Lipa has filed a $15 million lawsuit against Samsung Electronics, accusing the South Korean technology giant of using a photograph of her without permission on the packaging of its television sets sold across the United States. The suit was filed on Friday in the US District Court for the Central District of California, and alleges copyright infringement, trademark infringement, misappropriation of likeness, and breach of publicity rights.
The image at the centre of the dispute, titled "Dua Lipa – Backstage at Austin City Limits, 2024", was taken during the singer's performance at the Austin City Limits Music Festival in Texas. Lipa owns the copyright to the photograph. According to her legal team, Samsung featured the image prominently on the front of cardboard boxes for multiple television models, creating the false impression that the British-Albanian artist endorsed the product. Lipa first became aware of the alleged infringement in June 2024, when fans also began sharing images of the packaging on social media — dubbing it the "Dua Lipa TV Box". One commenter noted they would "get that TV just because Dua is on it."
Despite repeated demands to cease and desist, Samsung allegedly responded in a manner described by her lawyers as "dismissive and indifferent." A Samsung spokesperson declined to comment, citing pending litigation.
The lawsuit argues that Samsung sought to "improperly capitalize" on Lipa's reputation without compensating or consulting her. Her lawyers emphasise that she has cultivated a carefully managed premium brand, with selective commercial partnerships including Puma, Versace, Yves Saint Laurent, and Nespresso, and that she would never have authorised this use. The alleged unauthorised association, they argue, risks diluting her brand identity and commercial goodwill by falsely suggesting her endorsement.
The case highlights growing tensions around the commercial use of celebrity images, particularly as recognisable faces can demonstrably drive consumer behaviour. With social media amplifying the reach of product packaging in ways previously unimaginable, the lawsuit may set a notable precedent for how companies handle the incidental or deliberate use of public figures in their marketing materials.