Samsung has responded to Dua Lipa’s lawsuit accusing the electronics giant of using her image on TV boxes, blaming the problem on a “content partner” who gave “explicit assurance” that it had secured permission.
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.
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“Ms. Lipa’s image was used in 2025 to reflect the content of our third-party partners that is available on Samsung TVs and was originally provided by a content partner for our free streaming service Samsung TV Plus,” the company writes. “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.”
The Korean giant — one of the most valuable companies in the world — said it has “great respect for Ms. Lipa and the intellectual property of all artists” and that it had “actively sought and remain open to a constructive resolution with Ms. Lipa’s team.”
An attorney for Lipa did not immediately return a request for comment on Samsung’s statement.
In a lawsuit filed Friday (May 8) in Los Angeles federal court, attorneys for the “Levitating” superstar claimed that a photo of her face has been plastered on cardboard boxes for Samsung TVs, violating both the copyrights to the image and her likeness rights. Despite multiple cease-and-desist letters, Lipa said the company had refused to take action.
“Samsung’s response has been dismissive and callous, and the Infringing Products remain on the market to this day,” her lawyers write. Samsung’s infringing conduct — using Ms. Lipa’s assets for zero consideration — makes a mockery of her hard work.”
And Lipa’s lawyers said it was no small misprint. Claiming her face appeared on a “significant portion of the televisions sold by Samsung in the United States” during all of 2025 and 2026, they asked for $15 million in damages for infringement and a portion of the “immense” profits the company made on all those TVs.
At a time when music stars are facing a complex array of deepfake videos and voice cloning, Lipa’s accusations against Samsung were almost confusingly simple. She claimed a sophisticated company with teams of lawyers had overtly used a huge celebrity to sell televisions, without any sort of licensing deal or even outreach.
“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,” her lawyers write. “Ms. Lipa did not allow and would not have allowed this use.”
Making the matter all the more straightforward is that Samsung allegedly used an image actually owned by Lipa, which was snapped backstage at Austin City Limits in 2024. Lipa would still have been able to sue if the photo was taken by a third-party photographer, but her ownership of the copyright gives her another powerful weapon to use in the lawsuit.
Monday’s statement from Samsung, which suggests that the company believed the packaging boxes were fully licensed by a company that provides video content to the televisions, at least partly explains how the problem happened.
But it does not explain the alleged long delay in solving it. Lipa’s lawyers say she first became aware of the problem in June 2025 and immediately demanded that Samsung remove her from the packaging. But almost a year later, they said there had been no progress, and that they had essentially been forced to file a lawsuit to deal with it.
“Samsung’s arrogance in refusing to stop its infringement confirms its conscious disregard of Ms. Lipa’s intellectual property and personal identity rights,” her attorneys wrote.
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