In brief

• A Warsaw court ruled that JFC Polska violated the personal rights of voice actor Jarosław Łukomski by using an AI-cloned version of his voice in advertising without consent.
• The court ordered the removal of the ads, a ban on future use, compensation and a public apology.
• It is the first case of its kind in Poland, and the court treated a person's voice as a protected personal good.

Court finds AI voice clone in advertising unlawful

The Warsaw Regional Court ruled on Friday, 13 November, that JFC Polska used a digital model of the voice of well-known voice-over actor Jarosław Łukomski without his knowledge or consent. The court classified the advertising material as a deepfake, ordered the company to remove it, barred its future use, and awarded Łukomski compensation together with a public apology. (Przełomowy wyrok polskiego sądu. AI wygenerowała głos znanego lektora – Dziennik.pl) (AI wygenerowała głos lektora. Przełomowy wyrok warszawskiego sądu – RMF24) (Lektor wygrał proces dotyczący użycia przy pomocy AI jego głosu w reklamie – Rzeczpospolita)

Why the case matters

The proceedings were heard by the intellectual property division of the Warsaw Regional Court and began in late January 2026. It is the first case of its kind in Polish courts, concerning the digital cloning of a voice by artificial intelligence and its commercial use without the owner's permission. (Precedensowy w Polsce wyrok w sprawie AI. Znany lektor wygrał prawo do swojego głosu – Business Insider Polska) (Głos znanego lektora w reklamie oczyszczalni ścieków. Zapadł wyrok sądu – Wirtualnemedia.pl) (Znany lektor kontra AI. Precedensowy proces o bezprawne wykorzystanie głosu. Doszło do kradzieży? – Dziennik.pl)

What the experts found

A court-appointed expert concluded that, from the perspective of an average listener, the two voices are clearly and strikingly similar. Presiding judge Sylwia Wit vel Wilk said the key question was whether audiences could believe the words came from the person being imitated. The court held that this could infringe privacy and protection of likeness.

Voice as a personal right

The ruling treats a person's voice as a personal good protected by law. Łukomski's lawyers argued that the advertisement had been built on his recognisable voice without any agreement, and the court largely accepted that position.

What happens next

The judgment is not yet final and can be appealed. The company has been ordered to stop using the material, and the decision could shape how Polish courts handle similar disputes over synthetic voices in commercial content.