Digital Law and Deepfakes: Protection of Image and Identity

Abstract

The rapid development of digital technologies has led to the emergence of deepfakes, raising significant legal concerns regarding the protection of image and personal identity. This research addresses the growing risks posed by deepfake technologies, particularly in relation to privacy violations, reputational harm, and identity misuse in the digital environment. The purpose of the study is to analyze the existing legal framework governing digital rights and to evaluate its effectiveness in addressing challenges generated by deepfakes. The research is based on doctrinal legal analysis, comparative methods, and the examination of relevant case law and international regulations. Special attention is given to the balance between freedom of expression and the protection of individual rights. The study also considers the role of emerging regulations, such as data protection laws and digital services acts, in combating the misuse of synthetic media. The results highlight that current legal mechanisms are often insufficient to address the complexity and rapid evolution of deepfake technologies. There is a clear need for more specific regulations, improved detection tools, and enhanced cooperation between legal institutions and technology platforms. The paper concludes that strengthening legal safeguards and promoting digital literacy are essential for ensuring effective protection of image and identity in the digital age. CZU: 343.63:004.8(478); JEL: K24, K38, O33