Abstract:
This article provides a legal primer on the commercialisation of digital replicas of individuals, focusing on intellectual property and personal data protection laws in Singapore. It highlights emerging legal challenges posed by unauthorised use of a person’s likeness or voice for commercial purposes. While Singapore currently does not have explicit legislation protecting against unauthorised creation and use of digital replicas for commercial purposes or statutory personality rights, protection may be sought by relying on various potential causes of action under intellectual property laws or the Personal Data Protection Act 2012. This evolving legal landscape reflects challenges seen internationally, with ongoing debates on balancing artificial intelligence sector growth and individual rights.