Is it allowed to use deepfake celebrity likenesses in advertisements in Australia without consent?

Last updated on October 3, 2025

No, using deepfake celebrity likenesses in advertisements in Australia without consent is prohibited under the Australian Consumer Law and privacy regulations. In 2023, the Office of the Australian Information Commissioner (OAIC) clarified that synthetic media impersonating real individuals for commercial gain constitutes deceptive conduct and privacy infringement. Advertisers must obtain explicit permission or risk legal action.

 

https://www.oaic.gov.au/privacy/guidance-and-advice/artificial-intelligence-and-privacy

July 2023

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