A Masterclass in the “New Rules” of Trademark Litigation

While Samsung denies any intentional misuse, Lipa’s legal team maintains that the company violated her copyright, trademark, and publicity rights by wrongfully making it appear that the Grammy-winner endorsed their product.

Getty Images for The Recording Academy

Global pop star Dua Lipa recently filed a $15 million lawsuit against Samsung Electronics, alleging that the tech giant featured a copyrighted image of her on the cardboard boxes of their television sets without permission. While Samsung denies any intentional misuse, Lipa’s legal team maintains that the company violated her copyright, trademark, and publicity rights by wrongfully making it appear that the Grammy-winner endorsed their product.

According to the lawsuit, filed May 8th, 2026 in a California federal court, Lipa is the owner of all rights, title, and interest in the image entitled “Dua Lipa – Backstage at Austin ​City Limits, 2024,” which was allegedly printed on the TV boxes. However, Samsung fired back that “the image was used only after receiving explicit assurance from the content partner that permission had been ‌secured, including ⁠for the retail boxes.”

When any company, but especially a major player in the tech industry like Samsung, outsources work, it is imperative that they ensure trust in their third-party content partners. This becomes particularly vital when that content involves work that requires the partner to secure additional licenses from other parties, like Lipa in this case.

Conversely, teams with valuable Name, Image, and Likeness (“NIL”) rights must always be diligent, as any misuse of their NIL could look like an endorsement of a brand or product. With this lawsuit, Lipa’s legal team has set the standard on both staying vigilant and going after misuse when it does occur, especially given that this was somewhat of an obscure find.

The “Illusion” of Product Endorsement

Lipa’s team likely discovered Samsung’s use of her image via fan posts on social media, which they wisely included in their filing to strengthen their argument that her publicity rights were infringed upon. Quotes from fans reading “I wasn’t even planning on buying a tv but I saw the box so I decided to get it,” “I’d get that tv just because Dua is on it,” and “if you need anything selling just put a picture of Dua Lipa on it” all contribute to the relevant “consumer confusion” requirement in trademark infringement. These comments add to the narrative that fans are buying the product simply because they see Lipa on the package, meaning Samsung is profiting off of her image and likeness.

In another savvy move, Lipa’s team tracked their attempts at trying to inform Samsung of the issue and put a stop to it prior to filing. According to the lawsuit, the team became aware of Lipa’s image being used by Samsung in June of 2025 and immediately and continuously contacted the company in an attempt to cease any further circulation of the image. Samsung evidently did not have an effective process for receiving this information. A functional, monitored intake system could have prevented a highly-publicized court case with a beloved pop star and the unnecessary reputational damage that comes with it.

“Don’t Start [Infringing on NIL Rights] Now”

Samsung’s third party provider will almost certainly compensate the company for any losses and damages accumulated in the lawsuit. But regardless, any expenses here will pale in comparison to Samsung’s market cap of roughly $1.24 trillion. The real damage is done to the company’s most valuable asset, which Samsung has spent billions and decades refining – its brand. Thousands of folks could sour on Samsung as a result of their apparent carelessness, especially as company ethics and accountability are increasingly at the forefront for many members of the newer generations.

Lipa’s team conducted a masterclass in developing their case for trademark infringement that, if successful, will surely be a blueprint for other stars following in her footsteps with similar litigation. In an era where a handful of fan photos can circulate overnight, protecting one’s image is a non-negotiable. As NIL rights continue to evolve with the rise of AI, celebrities and their teams will be even more vigilant about protecting their likenesses. Though the outcome of this case remains to be seen, companies like Samsung should always ensure that they’ve secured proper licensing before any product hits the market.