With the proliferation of “deepfake” technologies, it has become possible to highly realistically recreate elements of a person’s identity – such as facial features, voice, or movements – and to generate misleading digital content without their consent. Such use of a person’s identity poses a threat to their personal moral rights and raises questions concerning the application of civil liability. In this context, the aim of this paper is to analyze the application of civil liability in cases where elements of a person’s identity are used without their consent in the creation and dissemination of “deepfake” content. The paper’s objective includes the application of Lithuanian civil law and European Union data protection rules in the context of “deepfake” technologies, as well as Lithuanian and foreign case law. The paper examines the concept of personal identity, the legal regulation of biometric data, and the legal significance of “deepfake” technologies, and assesses the protection of personal moral rights and the conditions for the application of civil liability. The analysis leads to the conclusion that the use of a person’s face, voice, or movements in “deepfake” content without their consent may infringe the right to one’s image, privacy, honor, and dignity: in such cases, where all conditions of civil liability are established, civil law remedies are applied, including compensation for non-pecuniary damage, while the limits of liability are determined with regard to the nature of the infringement and the factual circumstances of the case.
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