Dua Lipa has reportedly taken legal action against Samsung over claims that her image was used without consent on packaging and promotional material for television products. The case, which is said to involve millions in damages, centres on allegations that the singer’s likeness was featured in a way that suggested endorsement of the electronics range, something her legal team strongly disputes.

According to legal filings referenced in the claim, the imagery was allegedly displayed across advertising and retail packaging for certain TV products, creating what is described as a misleading commercial association. The singer is said to argue that the use of her image was neither authorised nor approved, and that it risked damaging her reputation and brand identity in the global entertainment industry.

The claim seeks £11 million in damages, with the figure reportedly reflecting both reputational harm and the commercial value of the alleged unauthorised endorsement. The case also raises wider questions around how celebrities’ images are used in marketing, particularly in an era where digital advertising and global distribution can amplify branding disputes across multiple territories.

Samsung has not publicly issued a detailed response to the allegations at this stage, and the matter is expected to proceed through the courts if no settlement is reached. The technology company, one of the largest consumer electronics manufacturers in the world, regularly collaborates with high profile figures in marketing campaigns, although this case centres specifically on disputed use rather than agreed partnership.

Legal experts note that disputes involving celebrity likeness rights are becoming increasingly common, particularly as brands seek to leverage recognisable public figures in competitive advertising markets. The outcome of the case could have implications for how companies handle image rights clearance in future campaigns, especially where global distribution is involved.

Public reaction online has been swift, with opinions divided over both the lawsuit and the scale of damages being sought. One person wrote,

“Good that she’s suing but I refuse to believe people buy the TV just because Dua Lipa is on it.”

Another commented,

“I definitely would have filed for 11 as a base, but I also want no less than 45% of the sales made off the items sold with my face on it, and a further % on all future sales.”

A third said,

“They were already prepared for this.. 15M for them is like 5 dollars to us..this publicity from the suit is going to bust sales even more..she’ll probably even get an official brand deal out of it..”

The case is expected to attract significant attention as it develops, particularly given the high profile nature of both the artist and the corporation involved, and the ongoing debate around how far companies can go in using celebrity imagery in commercial product marketing.