A photograph taken behind the scenes at the Austin City Limits festival in 2024. Dua Lipa registered a copyright to it in September 2025. But by that time, it had already been adorning Samsung cardboard boxes for several months — on store shelves across the United States.

In June 2025, the singer learned about the use of her image and immediately sent a cease and desist notice. Samsung refused. According to Lipa's lawyers, the company responded "dismissively and indifferently" — and continued selling televisions with her face on the packaging. In May 2026, the case reached federal court in California: a lawsuit for $15 million with claims for copyright infringement, trademark violation, and violation of the right of publicity under state law.

Samsung's position is technically carefully formulated. The company does not dispute the fact of using the image, but claims that it acted based on guarantees from a content partner.

"The image was used only after receiving a clear assurance from a content partner that permission had been obtained, including for placement on retail packaging."

— Samsung Electronics statement

The name of this partner does not appear in the official statement. Samsung TV Plus — a free streaming service integrated into the brand's televisions — aggregates content from hundreds of suppliers. Who exactly provided the photo and whether they had the right to do so is a separate question that the court will likely address next.

The practical scope of the case extends beyond a single celebrity. The lawsuit covers both Samsung legal entities — the American subsidiary Samsung Electronics America and the Korean parent company Samsung Electronics Co. Ltd. This means that even if responsibility is placed on a partner, Samsung risks having to answer as a subject that knew or should have known about the violation.

The material aspect of the lawsuit is backed up by social media: lawyers added screenshots to the lawsuit where fans write that they bought the television "just because Dua Lipa was on the box." One of the comments directly formulates the commercial logic: "if you need to sell something — just put Dua Lipa on the packaging." These posts are part of the argument that Samsung obtained real financial gain from the unauthorized association.

• Lawsuit filed in federal district court for the Central District of California
• Claim: $15 million in damages + punitive damages + court costs + permanent injunction against use
• Legal basis: copyright infringement, Lanham Act (federal trademark law), right of publicity under California Civil Code
• Lipa registered the photo copyright after learning of the violation — this is standard practice to strengthen her position in court

Samsung concluded its statement with a phrase about "great respect for the intellectual property of all artists" and willingness to settle. But the company did not name the partner, did not explain why it ignored the cease and desist notices for months, and did not specify how many boxes with Lipa's photo were sold.

The key legal question that will determine the outcome: does a manufacturer's assurance from an intermediary relieve it of liability — if the manufacturer did not independently verify the permission, and the name of the intermediary itself remains unknown to the public?