Legal Accountability for the Imitation of Commercial Identity through Artificial Intelligence-Based Voice Cloning

I Made Surya Supardiana

Abstract


Voice cloning based on artificial intelligence (AI) allows a person's voice to be replicated from short audio samples and then used in advertisements, endorsements, or fraud without the owner's knowledge. This article examines the legal status of the human voice as part of personal identity and the construction of civil and criminal liability for its unauthorized commercial use in Indonesia. Using normative legal research with statute and conceptual approaches, the article analyzes the 1945 Constitution, Law No. 27 of 2022 on Personal Data Protection, Law No. 1 of 2024 on Electronic Information and Transactions, Law No. 1 of 2023 on the Criminal Code, and the Civil Code. The findings show that Indonesia does not yet recognize the right of publicity or voice rights explicitly. Protection is available only indirectly, through biometric data protection, tort (perbuatan melawan hukum) under Article 1365 of the Civil Code, and several criminal provisions that were not designed for synthetic voices. These gaps create uncertainty over evidence, liability of platforms, and compensation. The article concludes that a dedicated regulation on voice and likeness rights is necessary.


Keywords


voice cloning; right of publicity; unlawful act; personal data protection; artificial intelligence

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DOI: https://doi.org/10.5281/zenodo.23075480

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