Dua Lipa is taking legal action against Samsung over claims the tech giant used her image without permission in a marketing campaign tied to its television products.
According to court documents filed Friday, May 8, in California’s Central District, the Grammy-winning pop superstar is seeking $15 million in damages after alleging Samsung used a photograph of her performing on product packaging without authorization.
The lawsuit, first reported by Variety, centers around an image captured during Dua’s performance at the Austin City Limits Music Festival. The filing claims Samsung began using the photo on television packaging last year as part of a broader marketing push for its products.
Dua alleges she was never informed about the use of the image and never agreed to participate in the campaign.
“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,” the complaint states. “Ms. Lipa did not allow and would not have allowed this use.”
According to the lawsuit, the singer later demanded that Samsung stop using the image after becoming aware of it. However, the filing claims the company responded in what Dua’s legal team describes as a “dismissive and callous” manner, allegedly refusing to comply with her request.
The complaint argues that Samsung financially benefited from the use of Dua’s likeness while potentially creating the impression that she endorsed the products being sold.
To support that claim, the filing reportedly includes screenshots of social media posts from users who directly connected the singer’s image to their purchasing decisions.
“I wasn’t even planning on buying a tv but I saw the box so I decided to get it,” one social media user reportedly wrote.
“I’d get that TV just because Dua Lipa is on it,” another added. “That’s how obsessed I am. That’s how much I love her.”
A third person commented that if you need to sell something, “Just put a picture of Dua Lipa on it.”
The lawsuit further argues that Dua has intentionally cultivated what her legal team describes as a “premium brand,” making her highly selective about partnerships, sponsorships, and endorsement opportunities. Because of that, the complaint claims unauthorized commercial use of her image could potentially damage the value and exclusivity associated with her brand identity.
In addition to copyright infringement allegations, the filing reportedly includes multiple legal claims involving publicity rights and trademark protections.
Specifically, the lawsuit alleges “a copyright violation, a violation of the California right of publicity statute, a federal Lanham Act claim, and trademark claims.”
The case highlights an increasingly common issue within celebrity branding and modern marketing, where an artist’s likeness can carry enormous commercial value — especially in the social media era, where fandom loyalty often translates directly into purchasing behavior.
For artists at Dua Lipa’s level, endorsement decisions are often carefully managed business moves involving extensive contracts, negotiations, and brand alignment strategies. Unauthorized usage can therefore create not only financial disputes, but also concerns around reputation management and consumer confusion.
Neither Samsung nor representatives for Dua Lipa have publicly commented beyond the filing itself as of publication.
The lawsuit arrives during another major career moment for the singer, whose global profile has continued to grow through music, fashion partnerships, film appearances, and international touring. Over the past several years, Dua has evolved from breakout pop newcomer into one of the entertainment industry’s most marketable global stars — something this legal battle now places directly at the center of the conversation.
