AI slop: Can players and football clubs do anything about it?
It didn’t happen again, but it looks very realistic.
And Cowan said it was difficult to make any recourse when the content was presented “indisputably”.
Unless a person suffers business or reputational harm, options are limited.
“It has always been quite difficult for an individual to enforce intellectual property rights,” Cowan said. “If it’s a deepfake that shows them in a compromising position, let’s say, that’s different.”
The Data (Use and Access) Act came into force last month, making it an offense to create, share or request obscene deepfakes.
But you also have AI-generated videos, like Celtic’s Luke McCowan punching the assistant referee. Could it damage your reputation, or is it just not credible?
A more pressing concern for players may be ‘passing’. This is where someone unfairly associates their products or services with the reputation and goodwill of an established brand or business or player.
It is intended to mislead consumers into believing they are affiliated with it, to the detriment of the established brand.
Cowan revealed that in December 2024, as part of consultations on artificial intelligence, the UK government said it was considering “introducing some form of personality rights”.
This will give the player more room to take action.
Clubs, however, have a few more options open to them.
It is not a new thing for players to wear the jerseys of their new teams or any team on their social media accounts.
But what if a club wants to address the issue?
“For example, where there is a Manchester City kit, they might look at other intellectual property,” Cowan said.
“Have they infringed the trademark on their crest? Or have they infringed the design rights on their shirt? For that type of image, that’s what a club or individual would probably look at.”
BBC Sport understands City believe fans know the only place to go for real news, pictures or video is the official channels.
But will clubs maintain this stance as the lines blur?
