Once again, it did not happen but looks so realistic.
And Cowan said it was difficult for there to be any recourse when content is presented “in a non-contentious manner”.
Unless a person has suffered commercial or reputational damage, options are limited.
“It’s always been quite challenging for an individual to enforce IP rights,” Cowan said. “If it is a deepfake that is showing them in a compromising position, let’s say, that’s different.”
The Data (Use and Access) Act came into force last month, making it a criminal offence to create, share or request a sexually explicit deepfake.
But then you have AI-generated videos such as Celtic’s Luke McCowan punching an assistant referee. Could it damage his reputation, or is it just not believeable?
A more pressing concern for players might be ‘passing off’. This is where someone unfairly associates their own products or services with the reputation and goodwill of an established brand or business – or player.
It is intended to mislead consumers into believing they connected to it – to the detriment of the established brand.
Cowan explained that in December 2024, as part of an AI-related consultation, the UK government said it was considering “introducing some kind of personality right”.
That would give a player more scope to take action.
Clubs, for their part, have a few more options open to them.
Social media accounts putting players in the shirts of their new team – or any team – is nothing new.
But what if a club wanted to take issue?
“Where you’ve got, for example, the Man City kit they could look at other IP rights,” Cowan said.
“Have they infringed the trademark in their crest? Or design rights in their shirt? For that kind of image, that’s what a club or an individual would likely be looking at.”
BBC Sport understands City believe fans know official channels remain the only places to go for any genuine news, images or videos.
But as the lines blur further, will clubs keep that stance?
