Washington: Pop sensation Dua Lipa has initiated a $15 million legal action against electronics titan Samsung, claiming the corporation utilised her likeness on retail television packaging without her consent.

The complaint, filed Friday in the Central District of California, accuses the technology firm of "copyright infringement, trademark infringement and violation of her right of publicity." According to The Hollywood Reporter, the Grammy winner alleges Samsung misappropriated her image to market and distribute its television sets.

The litigation centres on a backstage photograph captured during the 2024 Austin City Limits Music Festival. Lipa asserts that, despite her owning the copyright to the portrait, Samsung began featuring the image prominently on the exterior of several television boxes starting in 2025.

Allegations of Unauthorised Use

The lawsuit contends that Samsung intentionally exploited the singer's celebrity status to enhance its product appeal without securing a license or providing financial remuneration.

"Recognising Ms Lipa's notoriety and goodwill, Samsung used a copyrighted image of Ms Lipa without authority or license and prominently featured it on the front of cardboard boxes containing Samsung-manufactured televisions for retail sale," the suit stated, as per The Hollywood Reporter.

Legal representatives for Lipa further alleged that the company persisted in utilising the image despite formal demands to cease the practice. The filing characterised Samsung's reaction to these warnings as both "dismissive and callous."

Consumer Confusion and Endorsement Claims

A significant portion of the suit argues that the unauthorised use of the image falsely implied an official endorsement. The complaint points to numerous social media interactions where consumers reportedly expressed the belief that the "Levitating" singer was a formal partner in the promotional campaign.

Counsel for the artist emphasised that Lipa "did not allow and would not have allowed this use" of her likeness, maintaining that she possessed zero involvement or oversight regarding the marketing materials.

A Global Icon

The legal battle comes as Lipa continues her tenure as a dominant force in the international music scene. Renowned for multi-platinum hits including "Don't Start Now" and "Dance The Night," the vocalist has secured several Grammy Awards and maintains a massive global audience.

Samsung has yet to issue a formal response to the allegations outlined in the California filing.

With inputs from ANI