Image, Voice & Digital Likeness Rights

For an actor, a creator or a brand, identity is an asset. It can be licensed, infringed, recreated and now synthesised. Turkish law on all this was written before generative AI, so there is a gap between what the technology does and what the rules cover. Our advice focuses on applying the existing legal framework to the uses this technology creates.

We advise individuals, agencies, production companies and brands whose image, voice and identity are subject to commercial use: performers and presenters, talent and casting agencies, and companies that build a campaign around one face or voice. We cover the whole life of an image right, from the first consent form to enforcement.

What we advise on

• Image & likeness licensing. Structuring the commercial use of a person's image, voice and name across campaigns, productions and platforms.
• Digital twins & synthetic performance. Rights frameworks for AI-generated or recreated performances, for living and historical talent alike.
• Deepfakes & misuse. Response, takedown and enforcement where an identity is used without consent.
• Posthumous & estate rights. Managing the use of image and voice after death, for estates and rights-holders.
• Consent & release drafting. Talent releases and consents that genuinely cover AI training and downstream uses, not just the original shoot.
• Endorsement & sponsorship terms. The image-rights provisions inside brand, campaign and ambassador agreements.

Why it matters now

A few seconds of reference is enough for these tools to rebuild a face or a voice. What used to be a celebrity problem is now a concern for anyone who appears on camera. Consent, licensing and later use of an image belong in most media and talent deals now.