Estonian actors warn new EU data rules could let AI exploit their faces and voices

The Estonian Actors' Union has raised concerns with national authorities over the EU's proposed "digital omnibus" package, which would amend the General Data Protection Regulation (GDPR). Union head Reimo Sagor warned that the changes would weaken personal data protection requirements and introduce ambiguity that AI developers could exploit to use people's faces, voices and movements without separate consent, transparency or payment.

Blurred definition of personal data

Sagor said a particular danger lies in unclear language around what counts as personal data when it comes to an actor's movement patterns. If an AI system learns how a specific actor moves, but that movement pattern alone is not classified as personal data because it cannot be directly linked to that individual, studios could then use it to effectively recreate the original actor.

Call for government action

Together with the International Federation of Actors and other partners, the union is urging that the GDPR's personal data provisions not be loosened and that Estonia's government take a clear, public stance defending the rights of actors, musicians and other creative professionals, both domestically and at the EU level. The union noted it has already opted its members out of having their performances used for AI training without separate permission.

Culture Minister Heidy Purga confirmed the ministry received the union's letter, agreed with its concerns, and pledged to defend performers' rights. Copyright issues tied to AI development are due to be discussed at an NB8 culture ministers' meeting in Tallinn in early October. Kristi Värk of the Ministry of Justice and Digital Affairs said talks on the relevant provision are still ongoing in the Council of the European Union, making it too early to predict the final wording.