In partnership with
The Rundown
AI "slop" is flooding social media — and most people can't tell what's real.
Football players are fighting back — but the law isn't making it easy.
Your likeness has almost no legal protection — and that should terrify you.
What you can actually do to protect yourself (and your brand).
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LET’S DIVE IN
AI SLOP IS A PROBLEM PROBLEM
You've probably seen it. Messi and Ronaldo cutting each other's hair. Kylian Mbappé on a ski-lift with a turtle.
Fake transfer announcements so realistic that fans couldn't tell the difference.
This is AI slop, the explosion of AI-generated content flooding your feed, your For You page, and your inbox.
And it's getting worse. The tools are faster, cheaper, and more convincing than ever. What used to take a professional team now takes one person and a free tool.
The problem?
Most of it is created without the consent of the people in it.
FOOTBALL IS GROUND ZERO
BBC Sport recently ran a deep dive into how football clubs are struggling to deal with AI fakes. Here's how bad it's gotten:
Fake images of Antoine Semenyo and Marc Guehi signing for Manchester City appeared online before the actual photos were even taken
An AI image of Michael Carrick with a fan who vowed not to cut his hair circulated widely — totally fabricated, totally convincing
Deepfakes of players in compromising or bizarre scenarios are now routine
Jonty Cowan, legal director at Wiggin LLP, told BBC Sport: "It's always been quite challenging for an individual to enforce IP rights."
Some players are trying anyway. Cole Palmer trademarked "Cold Palmer," his name, autograph, and signature celebration with the UK's Intellectual Property Office.
It's smart. But it's also a drop in the ocean.
WHY THIS MATTERS FOR YOU
This isn't just a celebrity problem. Anyone with an online presence is at risk.
Your face. Your voice. Your brand. If you're a creator, an influencer, a business owner, or honestly just a person who exists on the internet, your likeness can be scraped, cloned, and used.
The uncomfortable reality is: AI content of real people is very easy to do, and regulations are slow to catch up.
ACTION STEPS
Do these things now:
Watermark your content, place a logo of your name somewhere.
Private your social media accounts to ensure that what is shown externally isn’t possible.
Reverse search images of yourself on Google Images to see if your likeness may have been used already.
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