Is AI avatar video legal? UK, US and EU

Using an AI avatar of yourself for marketing is legal in the UK, US and EU when it is your own likeness and you have given consent. The care is in three areas: whose likeness you use, how you disclose it, and the advertising rules for your industry. This article is general guidance, not legal advice.

Whose likeness can you legally use in an AI video?

You can create an avatar of yourself, or of someone who has given written consent. Cloning a person without permission raises image rights, and in the US state right of publicity (personality) rights, and can breach data protection law, which in the UK is enforced by the Information Commissioner’s Office (ICO). We only ever build an avatar of a person who has consented, as set out in our AI ethics policy.

Do you have to disclose that a video uses an AI avatar?

In many contexts yes, and it is good practice everywhere. Under the EU AI Act’s Article 50 transparency obligations, content that is artificially generated or manipulated has to be clearly labelled. Even where disclosure is not yet a strict legal requirement, being upfront protects trust with your audience. We recommend a simple, visible note where it matters to your viewers or your regulator.

What advertising rules apply to AI videos in regulated industries?

Regulated fields have their own advertising standards. In the UK, advertising is governed by the ASA and the CAP Code, with dentists also bound by the General Dental Council and solicitors by the Solicitors Regulation Authority. In the US, the Federal Trade Commission sets advertising rules, and recruitment content must follow equal-opportunity law. The safe approach is to keep claims factual, avoid guaranteeing outcomes, and disclose the use of an avatar. Our industry pages, such as AI video for law firms, note the general rules for each field.

Is the photo and voice data protected?

Yes. The photos and voice sample used to build an avatar are personal data under UK GDPR and the EU GDPR. They should be collected with consent, kept securely, and deleted on request. That is how we handle them.

If you want a partner who takes consent and disclosure seriously, get a custom plan and ask us anything.