Pop icon Dua Lipa has initiated a $15 million lawsuit against Samsung Electronics, alleging the tech giant used her likeness without permission to boost television sales. According to the court filing submitted in California, Samsung allegedly placed a copyrighted photo of the singer on its retail packaging, creating the false impression that she officially endorsed their products. The legal team representing Lipa claims that despite notifying the company of the infringement back in June of last year and requesting an immediate stop, Samsung continued to utilize the image, leading the star to seek significant damages for copyright infringement and violations of her publicity rights.

The lawsuit highlights the impact of this unauthorized marketing, pointing to social media feedback as evidence that the strategy successfully influenced consumer behavior. Lipa’s lawyers provided examples of customers explicitly stating they were swayed to purchase the TVs specifically because the singer was featured on the box. By continuing to use the image, the singer’s representatives argue that Samsung has severely diluted her brand identity and commercial goodwill. While representatives for the artist have remained quiet on further details, a Samsung spokesperson stated that the company cannot comment on ongoing legal matters.