Complications to protect one’s own image in the digital age

Abstract

Billion images are uploaded online every day and it is nearly impossible to escape the camera gaze. Online platforms, such as Instagram and Facebook, encourage even more image exchange online, which creates a foundation for further image misuse. By combining the amount of personal data available and rapid technological development, new ways of unauthorised uses of a person’s image are constantly developing, such as deep fakes. Modern technology has opened the doors for each person to have their image used without consent. By identifying relevant legal norms, analysing their interconnectedness, and performing case analysis, main elements that complicate the ability to protect one’s own image will be identified. Results of the research indicate that lack of preventative mechanisms, conflicting rights, the status of the subject of the photograph, and the rapid development of technology all contribute to the difficulties in protecting one’s own image