Equity Union Launches Ballot on AI Protections
Members of the UK actors’ trade union Equity are being surveyed regarding their willingness to undertake industrial action over the issue of artificial intelligence protections. The union has initiated an indicative ballot targeting approximately 7,000 members engaged in the film and television industries.
Focus of the Ballot
Union members are being asked if they would refuse to be digitally scanned on set as a means to advocate for stronger protections against the misuse of AI technologies. This marks a significant moment, being the first time Equity has solicited voting from this demographic through an official ballot.
Context of the Initiative
This move by Equity comes in the wake of the 2023 Hollywood strikes, which saw their American counterpart, SAG-AFTRA, as well as writers, taking a stand on similar AI-related issues. Earlier in 2025, actors in the video game sector in the US had also expressed their concerns regarding AI, culminating in nearly a year of industrial action.
Union’s Statements
Equity’s ballot commenced on Thursday and is expected to remain open for two weeks. The results will gauge the level of solidarity among union members for actions that stop short of a full strike. Before any formal industrial action occurs, another statutory ballot will be required.
Paul W Fleming, General Secretary of Equity, stated that the union seeks to protect performers from the unchecked use of their likeness and work by tech companies. He expressed that the organisation feels compelled to back industrial action to safeguard its members’ rights. “If companies are unable to guarantee that an individual’s likeness will not be exploited without consent, there is no reason for performers to agree to digital scanning,” he remarked.
Members’ Rights Highlighted
Fleming emphasised the importance of this ballot as a platform for members to communicate their expectations to the industry. He underscored the fundamental right of performers to govern their own identity and image, calling for industry leaders to step back from aggressive tactics and provide a responsible package addressing AI protections.
Background
The growing concern regarding artificial intelligence in creative sectors has been a topic of discussion globally, with various unions advocating for better protections for artists. The actions taken by Equity mirror those in the US, indicating a wider demand for regulatory measures that safeguard artistic integrity and individual rights in a rapidly evolving technological landscape.
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