94%
of performers working in AI think the government should regulate “deepfakes” and AI manipulation of likenesses.
Stop AI Stealing the Show
Tell Government to drop plans for a legal exception allowing big tech companies to scrape your work and use it in AI models - without consent or pay.
Email your MP
93%
think the government should introduce new legal protections for performers.
79%
felt they didn't have a full understanding of their performers’ rights before signing the contract.
Stop big tech firms taking your work!
Tech companies have been helping themselves to the intellectual property and personal data of the creative workforce over the last few years - without proper consent, transparency and payment. UK law has failed to keep pace with technological advances; current enforcement of copyright and intellectual property law, as well as GDPR regulations, is completely lacking.
But things could get even worse for creators.
The government is now proposing to introduce an exception to copyright protections. This exception would allow global tech companies to scrape creators' work and use it for free in the development and application of generative AI models without your express permission or payment for its use. The Government is proposing a mechanism to allow you to ‘opt-out’ your work in advance, but we believe this will be un-policeable – how would you know that your work has been taken?
Equity successfully fought off these plans when they were proposed by the last government. Now we must take the fight to this one and make the case for strengthened rights for performers.
Take Action
Email your MP
Use our email template to ask your MP to raise concerns about the exception to the copyright and intellectual property regime. Ask them to raise it in parliament as your local MP and with the responsible Government minister.
Complete the Government's Copyright and Artificial Intelligence consultation
Deadline 11:59pm on 25 February 2025
Complete the Government consultation on the UK’s legal framework for AI and copyright. Equity members have been calling for strengthened rights for performers since we launched our campaign in 2022 and the new Labour Government has now acknowledged that reform is needed – but we need to make sure they listen to creators when making reforms. Don't forget to share your personal experience with generative AI and explain why performers need control over their image, voice, and likeness.
Use our AI toolkit
It’s important that you are familiar with the evolving landscape of AI and understand your rights. Read our toolkit to get clued up on everything you need to know.
Our campaign wins so far
In April 2022, we launched our campaign calling on the government to strengthen rights for performers with a ground-breaking report. Since then, Equity members have worked incredibly hard getting this issue onto the political agenda by raising the alarm with MPs, fellow creatives and allies. As a result, the Government has now acknowledged that reform is needed. Thanks to the campaigning of Equity members, the previous Government backed away from introducing their data mining exemption policy. We can win again.
How else we are fighting for our members
Our AI Vision Statement outlines eight principles for the entertainment industry to adopt when engaging artists for AI. We are seeking to implement these principles by improving our existing collectively bargained agreements; negotiating new agreements with companies who specialise in performance cloning; and helping to educate members, agents and other industry partners about performers’ rights and the ethical use of AI.
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AI Toolkit
Everything you need to know about AI and work in the arts and entertainment industry