AI slop: Can players and football clubs do anything about it?
BBC World
March 2, 2026
AI-Generated Deep Dive Summary
AI-generated "slop"—the creation of fake images and videos featuring football players in absurd or misleading scenarios—is rapidly growing, raising concerns about its impact on players' brands and reputations. Social media platforms like TikTok are flooded with manipulated content, such as Lionel Messi and Cristiano Ronaldo appearing in historical settings or Kylian Mbappé interacting with a turtle on a ski lift. These deepfakes, created using increasingly advanced AI tools, are difficult to distinguish from real content and pose significant challenges for players and clubs.
Players and clubs have historically worked to protect their brands by trademarking names, signatures, and logos. However, the rise of AI slop has outpaced existing legal frameworks. In the UK, limited legislation exists regarding image rights, making it challenging to combat deepfakes unless they cause direct reputational or commercial harm. Jonty Cowan, a legal expert, highlights that while governments are grappling with how to regulate AI-generated content, individuals and clubs have few recourse options when fake content is presented in a non-contentious manner.
The potential risks extend beyond mere entertainment. For instance, fake images of players signing contracts or interacting with famous figures can mislead fans and damage a player's reputation. A notable example includes an AI-generated image of Manchester United coach Michael Carrick meeting a supporter who hasn’t cut his hair until the team wins five games in a row—a scenario that never occurred but appeared convincingly real. Such deepfakes could erode public trust and harm a player’s professional standing.
Clubs have slightly more leverage to act against AI slop, particularly when fake content misuses their branding or team imagery. However, individual players face greater challenges due to the lack of specific legal protections. The UK government is considering introducing "personality rights" to better safeguard individuals, but until such measures are in place, players and clubs must navigate this new frontier with limited tools.
As AI technology continues to evolve, the ability to distinguish real content from deepfakes becomes increasingly critical. The issue transcends football, impacting global industries and raising broader questions about digital identity and trust. For fans and brands alike, understanding the line between reality and AI-generated imagery will become a key challenge in the age of artificial intelligence.
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Originally published on BBC World on 3/2/2026