Meloni one step ahead, trademarks her voice in the EU so it cannot be used for fake AI audio

Italian Prime Minister Giorgia Meloni has taken an unusual step to protect herself from artificial intelligence technology. She has officially filed her voice timbre with the European Union Intellectual Property Office (EUIPO), so that no one can use it to create fake audio or video in which she appears to speak.

Meloni had warned earlier about the danger of these technologies. In May she published an AI-manipulated photograph, in which she appeared in underwear, which was used on social media to discredit her. On that occasion she declared that “deepfakes”, that is, fake content created with artificial intelligence that imitates a person’s face or voice, are a dangerous tool that can deceive, manipulate and strike anyone.

“I can defend myself. Many others cannot,” was her message.

Now the Italian prime minister has chosen to use legal instruments as well. According to Palazzo Chigi, registering a sound trademark in the European Union gives the owner the exclusive right to use that voice in all 27 member countries. This aims to prevent the use of her AI-faked voice for financial fraud, political manipulation or even diplomatic purposes.

In the EUIPO database, Meloni’s application, submitted through a law firm in Rome and a company specialised in intellectual-property protection, is still under examination. The registration relates to three categories of services, which include downloadable multimedia content, cultural activities and the organisation of political activities.

Meloni is not the first public figure to follow this path. Earlier, the well-known dubbing actor Luca Ward, famous as the Italian voice of Russell Crowe, and the singer Giusy Ferreri have also registered their voices.

The Italian prime minister has several times been the object of manipulations with her image. Five years ago, when she led only the “Fratelli d’Italia” party, her face was used in a pornographic video published on a website. For that case, two people, father and son, ended up on trial in Sassari.

Also in July this year, Meloni’s name was again involved in a similar case, after former general Roberto Vannacci published an AI-created video in which the prime minister appeared as a figure of ancient Rome, while opposition leaders were shown being thrown to the lions. Meloni immediately distanced herself from that video.

Meanwhile, Italy has also strengthened the legal framework for artificial intelligence. In September 2025 the framework law on AI was approved, which also amended the Penal Code. The law provides penalties for anyone who distributes content created with artificial intelligence in a deceptive way or uses AI harming the security and integrity of people or systems.

Among the novelties is also the introduction of the criminal offence for creating and distributing “deepfakes”. Whoever manipulates content with artificial intelligence to distort reality and deceive citizens risks from 1 to 5 years in prison.

The law was not voted by the opposition, which supported a proposal of the Italian Democratic Party that aimed to focus mainly on banning the use of AI-manipulated content during election campaigns, when they are used to deceive voters and influence the vote. Meanwhile, in Parliament the examination continues of another bill that aims to strengthen the protection of personal identity against artificial intelligence technologies, with a special focus on the “deepfake” phenomenon.