Abstract

The article presents the phenomenon of deepfake in a cross-sectional legal perspective, focusing on both opportunities and threats faced by the media and their users, as well as the essence of this phenomenon. The analysis covers the issues of copyright and related rights, protection of personal rights – including in particular the right to image and dignity, protection of personal data, as well as freedom of speech, acts of unfair competition or criminal law aspects. It also presents the emerging approach to the subject in various jurisdictions around the world. Due to the limitations of the length of the text, the article only signals basic legal issues relating to the phenomenon of deepfake.