Xuxa Meneghel Sues Company Over Unauthorized Deepfake Use in Online Advertising

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Brazilian presenter Xuxa Meneghel filed a lawsuit against Bagy Soluções de Comércio Digital after her image was manipulated with deepfake AI technology for an online ad campaign without consent. The deepfake falsely associated her with a promotional service, prompting legal action for damages and reputational harm.[AI generated]

Why's our monitor labelling this an incident or hazard?

The event describes the use of deepfake technology (an AI system) to manipulate Xuxa's image in a promotional campaign without her consent, which is a violation of her rights. The harm is realized as it involves fraudulent use and misrepresentation, leading to legal proceedings. This fits the definition of an AI Incident because the AI system's use directly led to a violation of rights and harm to the individual.[AI generated]
AI principles
Privacy & data governanceRespect of human rights
Industries
Media, social platforms, and marketing
Affected stakeholders
Women
Harm types
ReputationalHuman or fundamental rights
Severity
AI incident
Business function:
Marketing and advertisement
AI system task:
Content generation

Articles about this incident or hazard

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Xuxa processa empresa e pede indenização por uso de deepfake em propaganda

2026-06-06
uol.com.br
Why's our monitor labelling this an incident or hazard?
The event describes the use of deepfake technology (an AI system) to manipulate Xuxa's image in a promotional campaign without her consent, which is a violation of her rights. The harm is realized as it involves fraudulent use and misrepresentation, leading to legal proceedings. This fits the definition of an AI Incident because the AI system's use directly led to a violation of rights and harm to the individual.
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Xuxa na Justiça: vítima de deepfake na web, apresentadora processa empresa e pede fortuna de indenização; saiba o valor!

2026-06-06
Terra
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions the use of deepfake technology, an AI system, to manipulate Xuxa's image without authorization, leading to harm through false association and misuse of her likeness. This constitutes a violation of rights and harm to the individual, fitting the definition of an AI Incident. The harm is realized, not just potential, as the victim has taken legal action due to the misuse. Hence, the event is classified as an AI Incident.
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Xuxa busca indenização de R$ 100 mil após ser vítima de "deepfake", diz colunista

2026-06-06
InfoMoney
Why's our monitor labelling this an incident or hazard?
The use of deepfake technology, an AI system, to create and distribute manipulated content without authorization directly harms the individual by violating her rights and misleading the public. The event involves realized harm through misuse of AI-generated content, fitting the definition of an AI Incident. The legal action and the described harm confirm that this is not merely a potential risk or complementary information but a concrete incident involving AI harm.
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Xuxa vai à Justiça após ter imagem usada com inteligência artificial, diz jornalista

2026-06-06
Portal Leo Dias
Why's our monitor labelling this an incident or hazard?
The event explicitly mentions the use of AI (deepfake technology) to create manipulated advertising content using Xuxa's image without authorization. This unauthorized use infringes on her rights and identity, which falls under violations of human rights and intellectual property rights. Since the harm (unauthorized use and potential reputational damage) has already occurred and legal action is underway, this qualifies as an AI Incident according to the definitions provided.
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Xuxa processa empresa por deepfake na web e busca indenização

2026-06-06
Portal Tela
Why's our monitor labelling this an incident or hazard?
The event explicitly involves the use of deepfake technology, which is an AI system, to manipulate the presenter's image without authorization. This unauthorized use has caused reputational harm and potential economic damages, constituting a violation of rights and harm to the individual. Since the harm has already occurred and legal action is underway, this qualifies as an AI Incident under the framework, as the AI system's use directly led to harm.