Samsung has responded to a high-profile lawsuit filed by global pop star Dua Lipa, who is seeking around $15 million in damages over claims that her image was used without proper authorisation on television packaging. The case has drawn attention to how major tech companies manage celebrity content rights in global marketing.
Samsung denies wrongfully using Dua Lipa’s image on their packaging following her $15 million lawsuit filing:
“The image was used only after receiving explicit assurance from the content partner that permission had been secured, including for the retail boxes. Given this… pic.twitter.com/dRt0t6WhnV
— Pop Crave (@PopCrave) May 12, 2026
Lawsuit Background & Claims
Dua Lipa’s legal team alleges that her likeness appeared on Samsung TV retail packaging and promotional materials without consent while the filing, submitted in Los Angeles federal court, claims the image was used across a significant number of products sold in the US during 2025 and 2026, forming part of a large-scale marketing rollout.
Scale of the Alleged Use
In a statement to Billboard on Monday (May 11) replying to the star’s headline grabbing lawsuit, Samsung offered an explanation for what appeared to be the blatant use of a celebrity’s intellectual property without permission.
According to court documents, the disputed image was reportedly used across a wide distribution network of Samsung televisions and potentially reaching millions of consumers. The legal claim argues that the unauthorised usage was not an isolated error but part of broader commercial exposure linked to mass retail packaging.
Samsung’s Official Response
Samsung has denied intentional wrongdoing, stating that the image was used only after receiving “explicit assurance” from a third-party content provider that all necessary permissions had been secured. The company argues that it relied on licensing confirmation provided for use across its Samsung TV Plus ecosystem and associated packaging.
“The image was used only after receiving explicit assurance from the content partner that permission had been secured, including for the retail boxes. Given this assurance, we deny any allegations of intentional misuse.”
Content Partner Responsibility
The company has shifted part of the responsibility to its external content partner, saying the image was originally supplied under the assumption that proper rights clearance had been obtained. Samsung maintains that its internal teams acted in good faith based on contractual assurances from the partner.
Legal & Financial Stakes
Dua Lipa is seeking approximately $15 million in damages, citing copyright infringement, trademark misuse and violation of her right of publicity under California law. Her legal team also argues that repeated cease and desist notices were ignored, prolonging the alleged unauthorised use.
Industry Context & Celebrity Rights
The case highlights growing tensions in entertainment and technology industries, where celebrity images are increasingly used across digital and physical platforms with global entertainment licensing valued in the billions, even small compliance failures can lead to large-scale legal disputes and reputational risk.
Ongoing Negotiations & Positioning
Samsung has stated it remains open to a “constructive resolution” with Dua Lipa’s representatives and has expressed respect for artists intellectual property rights however, no settlement has been reached and legal proceedings continue as both sides maintain their positions.
The dispute between Samsung and Dua Lipa underscores how complex modern content licensing has become, especially when third-party partnerships are involved with $15 million at stake and questions over image rights management, the case could set important expectations for future celebrity-brand collaborations.
