She found out. She said stop. They said no. She called her lawyers. Now it’s $15 million and a federal lawsuit. Welcome to the consequences of your actions, Samsung
In what might be the most “excuse me, you did WHAT?” celebrity legal story of 2026 so far: Dua Lipa has filed a $15 million lawsuit against Samsung Electronics over the company’s use of her image on the cardboard packaging of its television sets, without her knowledge, without her permission, and without paying her a single cent. (They must have forgotten this isn’t AI to exploit)
The lawsuit, filed May 9 in federal court in California, alleges copyright infringement, trademark infringement, and violation of California’s right of publicity statute. The image in question: a photograph of Lipa taken backstage at the Austin City Limits Festival in 2024, a photo she owns the copyright to. Samsung used it on the front of TV boxes sold across the United States.
“Samsung’s infringing conduct makes a mockery of her hard work in establishing a successful brand and has deprived her of the ability to control and monetise her assets.”
Here’s where it gets particularly galling: Lipa found out in June 2025 and immediately demanded Samsung stop. According to the lawsuit, Samsung was “dismissive and callous” and refused to pull the packaging.
The products were still being sold at the time of filing. Almost a year later. The lawsuit states: “Ms. Lipa’s face was prominently used for a mass marketing campaign for a consumer product without her knowledge, consideration, and as to which she had no say, control, or input whatsoever.”
The irony of all ironies? Apple is switching to Samsung camera sensors for the iPhone 18 because Samsung makes the best sensors. Samsung has one of the most recognisable brand names on earth. And they somehow couldn’t be bothered to get one of the world’s biggest pop stars to sign off on using her face to sell their products.
Samsung’s response (updated May 11): “Ms. Lipa’s image was used to reflect content of our third-party partners available on Samsung TVs and was originally provided by a content partner for our free streaming service Samsung TV Plus. The image was used only after receiving explicit assurance from the content partner that permission had been secured. Given this assurance, we deny any allegations of intentional misuse.” They also say they’re “open to a constructive resolution.”
The complaint quotes social media comments suggesting at least some consumers bought the TV specifically because Lipa was on the box ; including one person who wrote: “I wasn’t even planning on buying a tv but I saw the box so I decided to get it.”
“I wasn’t even planning on buying a tv but I saw the box so I decided to get it.”
That is the exact implied endorsement that makes this a trademark violation. Samsung benefited commercially from Lipa’s reputation without her consent. That’s the case. Her lawyers know it. Samsung knows it.
Lipa’s endorsement portfolio includes Puma, Yves Saint Laurent, Versace, and Evian. She is, per the lawsuit, “highly selective” in who she partners with.
Samsung is not on that list. And now they have a federal lawsuit to remind them of that.
