Polish billionaire Rafał Brzoska has locked horns with Mark Zuckerberg’s Meta in a legal battle over AI-generated deepfakes using his image—and he’s not backing down.
In a recent post on X, Brzoska shared a significant win, declaring, “The court agreed with me.”
From now on, any deepfake of Brzoska published on Meta platforms will trigger a financial penalty for the tech giant. While this case is rooted in Poland, its ripples could extend far beyond, potentially influencing global discussions on free speech, artificial intelligence, and the unchecked rise of deepfakes.
Brzoska explained in his post, “We also applied for security, so that each subsequent deepfake with our image would result in an immediate financial penalty on the owner of Facebook! The court fully agreed with us and granted us security for the maximum possible time, i.e., one year, and the court process is already proceeding in parallel.” He paired his announcement with a video message to drive the point home.
Omena Mensah, Brzoska’s wife, chimed in during the video, shedding light on the distress caused by fake posts targeting her. These included doctored images showing her with a battered face, accusations of domestic violence by her husband, and even outrageous claims about her involvement in drug possession and attempted murder. Polish courts ruled these posts as clear violations of their rights.
“We do not consent to the spread of hatred and disinformation. As you can see, each of us can win against large corporations that derive enormous financial benefits from this,” Mensah stated firmly.
The explosive growth of AI has led to an online flood of deepfake images, often portraying celebrities or politicians. While many are laughably unrealistic, others are so detailed and deceptive they blur the lines between reality and fiction. Brzoska’s case highlights the dangers of such technology and what can happen when accountability comes into play.
Announcing his court win, Brzoska emphasized, “According to the court’s decision, each deepfake with our image imposes a financial penalty on Meta.”
Brzoska, who owns Polish logistics giant InPost, also made a public call for support. He urged internet users to report other deepfakes featuring him and encouraged public figures who’ve faced similar harm to reach out. He hinted at future steps in his fight against Meta, declaring his mission to ensure companies profiting from such abuses face consequences—at least in Poland.
Globally, the case sparks critical questions about AI-generated content and its regulation. While countries like the United States may shield such content under First Amendment protections, legal precedents remain thin. Elsewhere, such as in South Korea, deepfake abuse has taken an even darker turn, with teenagers producing explicit images of classmates, fueling a mental health crisis.
Brzoska’s case shines a light on an urgent issue: as AI technology advances, who holds the reins on responsibility? And can individuals truly fight back against tech giants? His legal victory suggests they just might.
