Giorgia Meloni Seeks EU Sound Trademark Protection Against AI Deepfakes

Italian Prime Minister Giorgia Meloni has filed an application with the European Union Intellectual Property Office (EUIPO) to register her voice as an EU sound trademark. Filed on 5 October in her personal capacity through the Italian firm Praxi Intellectual Property, the application remained under examination as of 9 October.

The proposed mark is a four-second recording in which Meloni repeats the words “Io sono Giorgia Meloni” twice. Her office confirmed that the filing is intended to strengthen protection against AI-generated deepfakes and unauthorized voice cloning.

The application covers downloadable multimedia files and recordings, publishing services, live entertainment, cultural events, conferences, and political rallies. The wording originates from Meloni’s 2019 rally speech, later adapted into a disco track, and was also used as the title of her 2021 autobiography.

The filing comes amid growing concerns about manipulated political content. Deepfake advertisements and images involving Meloni have circulated online, including false investment promotions and political messages using cloned versions of her voice. She has also pursued civil proceedings over alleged deepfake pornographic material.

An EU trademark registration would not automatically prohibit every use of Meloni’s voice in a deepfake. However, it could give the rights holder an additional legal basis to challenge unauthorized commercial use, particularly where it creates consumer confusion or exploits the registered sound mark in relation to covered goods and services. The case may become a useful reference point for the interaction between trademark law, personality rights, platform regulation, and AI-generated political content ahead of Italy’s 2027 general election.