This year's edition of the IAEL Annual Book brings together cutting-edge legal insights from global leaders in music, entertainment, copyright, and media law. I am glad that I was invited to write an article about deep fakes. The generation of deceptively real-looking video, image and sound recordings (so-called deepfakes) that are made possible by AI systems poses considerable risks to the personal rights of those affected. The question is how the likeness, voice, etc. of individuals are protected.