Stop AI Stealing the Show

Stop big tech firms taking your work! 

Tech companies have been helping themselves to the intellectual property and personal data of the creative workforce over the last few years - without the proper consent, transparency and payment. Current enforcement of the copyright and intellectual property law, as well as GDPR regulations, is completely lacking.

Equity is calling on the government to introduce a new system of automatic rights over your voice, face and body for all. These ‘personality rights’ would allow everyone to have control over their identity in the age of AI. They would provide a new layer of protection for performers against exploitation by AI models without your consent. They would prevent malicious use of digital replicas to undermine our democratic processes. They would enhance online safety and by stopping AI tools being used for online abuse.

Similar rights exist in Germany, Japan and the United States. Denmark is currently consulting on introducing them too. It is time that the UK government defended the people against big tech! Write to your MP demanding new personality rights now! 

Why do personality rights matter for creators and performers?

The scraping of creative work to use in the development of AI models threatens the livelihoods and rights of creators. Without robust protections, creators - from actors and artists, to musicians, writers, journalists and more - face the risk of their work being exploited without consent or compensation. Our campaign aims to protect creators’ rights and ensure that technological advancements do not come at the expense of those who bring art to life.

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Background

• The Government's consultation on Copyright and Artificial Intelligence closed on 25 February 2025 - read our submission to the consultation here.
• In April 2022, we launched our campaign calling on the government to strengthen rights for performers with a ground-breaking report. Since then, Equity members have worked incredibly hard getting this issue onto the political agenda by raising the alarm with MPs, fellow creatives and allies. Thanks to the campaigning of Equity members, the previous Government backed away from introducing their data mining exemption policy. We can win again. 

Negotiations with PACT to introduce AI protections for performers

Equity is currently negotiating with Producers Alliance for Cinema and Television (PACT) to revise and improve the collective agreements across film and TV. PACT is the UK screen sector trade body for independent production and distribution companies. One of our core demands is the introduction of AI protections for performers. 

While we have made positive progress in many areas, PACT are refusing to meet our demands over AI protections for performers. In December 2025 we held an indicative ballot of Equity members who have worked on the Pact TV or cinema films agreement since 2021. Members returned a clear consensus that they are willing to take industrial action over AI, with 99.6% of respondents voting yes. 

The turnout of the indicative ballot – which asked the question “Are you prepared to refuse to be digitally scanned on set to secure adequate AI protections?” – was 75.1%.

We have written to Pact with the results and demanded they come back to the table with a better deal on AI. If they still refuse to agree to give us the protections we’re seeking, we will move to a statutory postal ballot on taking industrial action short of a strike (refusing to be scanned on set).

How else Equity is defending creators' and performers' rights

AI Vision Statement

Our AI Vision Statement outlines eight principles for the entertainment industry to adopt when engaging artists for AI. We are seeking to implement these principles by improving our existing collectively bargained agreements; negotiating new agreements with companies who specialise in performance cloning; and helping to educate members, agents and other industry partners about performers’ rights and the ethical use of AI.