Xuxa Meneghel Sues Firm for Unauthorized Deepfake Use in Ad Campaign

Brazilian TV presenter Xuxa Meneghel has filed a lawsuit against Bagy Soluções de Comércio Digital Ltda. in the 4th Civil Court of Barra da Tijuca, Rio de Janeiro. The company posted an Instagram video that used a deep‑fake of Xuxa’s image and voice to promote artificial‑intelligence tools for digital commerce, falsely suggesting that brands such as Zara, H&M and Nike endorsed the campaign. Xuxa seeks 100,000 reais in moral damages, compensation for material losses, and a preliminary injunction requiring the removal of the content, with a daily fine of 50,000 reais for non‑compliance. The case argues that the unauthorized deep‑fake violates constitutional personality rights and the civil code.