Imagine you’re walking through an electronics store, looking at stacks of TVs and suddenly a familiar face jumps out at you from the box. Not in an ad campaign. Not in an official celebrity partnership. Just there. Big enough to catch your attention and maybe even influence what you buy.
According to Dua Lipa, that’s exactly the problem.
The pop superstar has filed a $15 million lawsuit against Samsung, alleging the company used her image on TV packaging without permission or payment.
The complaint, filed Friday in California, claims Samsung began using a photograph of Lipa on cardboard television boxes last year as part of a marketing push tied to its products.
According to the lawsuit, the image was taken backstage at the 2024 Austin City Limits Music Festival, and Lipa allegedly owns the copyright to the photo.
The lawsuit states: “Ms. Lipa’s face was prominently used for a mass marketing campaign for a consumer product without her knowledge, without consideration, and as to which she had no say, control, or input whatsoever.”
It continues: “Ms. Lipa did not allow and would not have allowed this use.”
The filing also claims that when Lipa became aware of the packaging, she demanded the company stop using her image. According to the complaint, Samsung responded in what the lawsuit describes as a “dismissive and callous” manner and allegedly refused the request.
The suit argues the company benefited from the appearance that Lipa endorsed the televisions, despite no actual partnership existing between the singer and Samsung. The complaint says Lipa has built a “premium brand” and is “highly selective” about endorsements tied to her image and reputation.
Part of the filing includes social media reactions from customers who apparently believed the singer was connected to the product.
“I wasn’t even planning on buying a tv but I saw the box so I decided to get it,” one X user allegedly wrote, according to the complaint.
Another post quoted in the lawsuit reads: “I’d get that TV just because Dua Lipa is on it. That’s how obsessed I am. That’s how much I love her.”
One more comment added: “Just put a picture of Dua Lipa on it.”
The lawsuit includes allegations of copyright infringement, trademark violations, a federal Lanham Act claim, and a violation of California’s right of publicity statute.
As of now, Samsung has not publicly commented on the case.
Outside the courtroom, Lipa continues to stay busy creatively. She was recently announced as curator for the 2026 London Literature Festival at the Southbank Centre, and earlier this week she made a surprise appearance during Tame Impala’s headline performance at London’s The O2.
In an era where celebrity images can move products instantly, where should the line be drawn between marketing and unauthorized use?
