I. Global Cases: Diverse Presentations and Controversy Points of Star Digital Humans
Digital humans of deceased stars are implemented in multiple scenarios such as commercial performances, cultural memorials, film and television continuations, and controversies also show diverse trends due to cultural backgrounds and star status. Typical cases reflect the global industry status:
- Michael Jackson: Dual Controversy Between Commerce and Memorial As a global symbol in pop music history, Michael Jackson's digital human has appeared multiple times at major events. At the 2014 Billboard Music Awards, his digital human sang "Slave to the Rhythm" with live singers, triggering fan euphoria, but was also questioned by his family—they believed that using it in commercial performances without sufficient consultation violated Jackson's wish during his lifetime to "reject virtual replication". This controversy directly promoted the discussion on normalizing commercial use of digital humans of deceased artists in the US entertainment industry, clarifying the core decision-making power of close relatives over artists' digital images.
- Marilyn Monroe: Controversy Over Excessive Consumption of Cultural Symbols The digital human of Hollywood legend Marilyn Monroe frequently appears in advertisements, games, influencer short videos, and has even been adapted into comedic content that doesn't match her classic image. Some cultural scholars criticize that this unrestrained digital replication dissolves Monroe's cultural value as a feminist symbol, alienating her as a traffic tool; while fans are divided into two factions, one believes this is a way to make classics known to the younger generation, the other firmly opposes the desecration of the idol's image.
- Ozzy Osbourne: Ethical Divergence in Cross-Domain Extensions After the death of British singer Ozzy Osbourne, known as the "Godfather of Heavy Metal", his digital human not only recreated classic concert scenes but was also used for narration in rock documentaries. This action was recognized by some fans who believed it continued his musical spirit; but there were also opponents who pointed out that Osbourne was deeply involved in controversies during his lifetime, and the excessive exposure of the digital human might strengthen his negative labels. Moreover, sufficient consent from his family for multi-scenario use was not obtained, touching ethical bottom lines.
II. Legal Differences: Legal and Ethical Boundaries of Star Digital Humans
The controversy over digital humans of deceased stars centers on differences in definitions of "protection of deceased rights" by different national legal systems and cultural traditions, forming diverse normative logics:
1. Legal Level: Different Definitions from "Property Rights" to "Personality Rights"
Different countries have significant differences in the legal qualification of digital images of deceased stars, directly affecting usage boundaries:
- United States: State-by-State Regulation, Considering Commercial Rights and Personality Rights The United States has no unified federal law. Some states incorporate the portrait, voice, etc. of deceased artists into "publicity rights" as inheritable property rights, with durations ranging from 20 to 70 years after death. For example, California stipulates that within 70 years after an artist's death, commercial use of their digital image requires the consent of heirs. The core of the controversy over commercial use of Michael Jackson's digital human was whether it met the duration and authorization requirements of California's publicity rights.
- Multiple European Countries: Focus on Personality Rights Protection, Strictly Limit Commercial Use Countries like France and Germany in the EU, based on the "General Data Protection Regulation" (GDPR), regard the portrait and voice of the deceased as extensions of personality rights. Even with relatives' consent, excessive use for profit is prohibited, and the method of use must correspond with the deceased's image during their lifetime and public order. The advertising of Marilyn Monroe's digital human in Europe was rejected multiple times because it violated personality rights protection principles.
- Japan and South Korea: Consider Cultural Heritage and Rights Protection Japan and South Korea apply the principle of "limited openness" to digital humans of deceased stars with cultural influence—non-commercial memorial use can appropriately relax authorization, but commercial use requires strict dual review by relatives and cultural departments to avoid alienation of cultural symbols.
2. Ethical Level: Divergences Between Cultural Traditions and Fan Perceptions
Beyond law, cultural traditions and differences in perception among fan groups further intensify controversies:
- Collision Between Individualism and Collectivism Western countries emphasize personal will and relatives' rights. The core demand for digital human use is "respect the deceased's will during their lifetime and family decisions"; while some Eastern countries (including regions influenced by Eastern culture) value more the collective memory value of stars as cultural symbols and have higher acceptance of non-commercial memorial digital humans.
III. Global Consensus: Core Principles for Using Star Digital Humans
Despite legal differences, partial consensus has formed globally, providing guidance for compliant and appropriate use of digital humans of deceased stars, balancing emotional needs and ethical bottom lines:
1. Priority: Respect Family Authorization and Deceased's Will This is the globally recognized core bottom line. Regardless of whether the law requires it, before using star digital humans, you must fully obtain the consent of direct relatives. If the deceased had a clear will during their lifetime (such as prohibiting virtual replication, limiting usage scenarios), it must be strictly followed to avoid disputes like the Michael Jackson case due to authorization controversies. At the same time, the scope of authorization must be clear, and cross-scenario use is prohibited.
2. Distinguish Commercial and Non-Commercial Use, Strictly Adhere to Boundaries Non-commercial memorial scenarios (such as memorial videos created spontaneously by fans, museum cultural exhibitions) can appropriately relax norms, but must be labeled as "digital synthesis" to avoid misleading the public; commercial scenarios (such as advertising, paid performances, film and television adaptations) must strictly follow the laws of the respective country, while accepting industry supervision, prohibiting the use of "emotional comfort" as a pretext for traffic monetization and excessive consumption.
3. Maintain Cultural Value, Reject Image Alienation For stars with global cultural influence, digital human use must respect their core cultural symbol value, avoid parodies, vulgar adaptations, and not strengthen negative labels. For example, Marilyn Monroe's digital human should focus on her film and television artistic achievements, not simply consume her appearance symbol—this is basic reverence for classics.
IV. Frequently Asked Questions (FAQ)
1. Which country's law should be followed when using star digital humans in different countries?
You must consider both the laws of the star's country of nationality and the laws of the country of use. According to relevant deep synthesis management regulations, using digital humans of deceased stars requires obtaining consent from their close relatives and labeling synthesis; if it involves commercial use, it must also comply with relevant portrait rights and copyright regulations, while avoiding the star's country's prohibitive clauses on digital human use to prevent rights violations.
2. Is it compliant for fans to spontaneously create memorial videos of star digital humans?
Non-commercial videos used only for personal appreciation or internal fan memorials, and labeled as "digital synthesis" without misleading the public, generally comply with the laws and public order of most countries. But note that unpublished private materials must not be used, vulgar adaptations must not be made, and if the star's family clearly expresses opposition, they must be deleted immediately to avoid ethical disputes.
3. Can star digital humans be used for film and television continuations or biographical documentaries?
Must be judged case by case: If film and television continuations are commercial, dual authorization from relatives and copyright holders of the original work must be obtained, and must correspond with the star's image positioning during their lifetime; if biographical documentaries are non-commercial cultural dissemination, they can be used appropriately under the premise of synthesis labeling and family consent, but must not fabricate dialogues and plots to avoid falsifying historical images.
4. How to avoid ethical controversies with star digital humans?
The core is to do well "cultural research + multilateral communication". Before use, understand the cultural traditions, legal norms, and fan perceptions of the star's country; actively communicate with relatives and fan circle representatives, listen to different demands; at the same time clearly label synthesis identification and purpose of use, balance cultural heritage, emotional comfort, and ethical bottom lines, avoid misunderstandings due to cultural differences.
V. Summary and Call to Action
Digital humans of deceased legendary stars are essentially a collision between technology and global collective memory—they allow fans from different countries and eras to reunite with the classics in their hearts, continue emotional resonance that crosses national borders, but also fall into diverse dilemmas due to legal, cultural, and ethical differences. Technology itself has no good or evil—the key is whether the core of "respect" is maintained when using: respect for the deceased's will, respect for relatives' rights, respect for cultural value, respect for public perception.
If you are a fan of a star, have been moved by the cross-temporal reunion brought by digital humans, or have unique insights on the ethical use of digital humans, welcome to share your story and views in the comments. You can also click the link below to learn detailed guides on compliant use of global star digital humans, so that every longing that crosses national borders can be placed in norms and reverence. Remember to share this article so more people understand the ethics and cultural warmth behind digital humans.