Hasbro, the US entertainment giant that acquired the Peppa Pig brand in 2019, has been accused of pressuring child actors on the show into signing artificial intelligence (AI) clauses that would permit their voices to be used for other commercial purposes. The allegations come from an open letter signed by over 1,000 people and written by the Agents of Young Performers Association (AYPA), which represents child talent agencies.
Take-It-or-Leave-It Contracts
According to the AYPA, the contracts offered to child voice actors include clauses that require them to allow their voices to be used by AI for commercial assets within the franchise. Parents are reportedly met with a 'take it or leave it' attitude, implying that if they do not sign, their child will lose the job. The AYPA stated: "A major studio who owns the IP for an international children’s franchise producing a long running animated television series has offered contracts to child voice actors insisting that they agree to the use of AI thus allowing them to use the child’s voice in all commercial assets within their franchise."
Concerns Over Children's Consent
The AYPA emphasized that consent must be treated with the greatest care, especially for children. "Children cannot provide fully informed legal consent and a parent or guardian’s approval should never be used as a blanket licence to capture, clone, train, or reuse a child’s voice indefinitely," the letter reads. "Any agreement involving a child’s voice should be fully exempt from all AI usage. No child should have their future professional identity shaped by an AI model created before they were old enough to understand its consequences." The association added that a child's voice should not become a permanent commercial asset before they have the legal and personal capacity to decide for themselves.
Industry Backlash and Hasbro's Response
Although neither Hasbro nor Peppa Pig were explicitly named in the letter, a source told Deadline that the AYPA was indeed referring to the beloved children's series, which has become a "lightning rod" for agents' worries about AI. Hasbro, when contacted by Deadline, stated: "Hasbro is aware of the open letter circulating regarding AI clauses in children’s performance contracts. We are not able to comment on specific negotiations or contractual arrangements. The protection of child performers is core to who Hasbro is, it’s part of our DNA. As industry standards around AI continue to evolve, we are committed to engaging with this issue in a responsible and transparent manner."
Impact on the Entertainment Industry
The controversy highlights growing concerns about the use of AI in entertainment, particularly involving child performers. The AYPA's open letter urges the industry to reject contracts that require child performers to surrender voice rights indefinitely and without limits. The situation has sparked debate about the ethical implications of AI cloning children's voices and the need for stronger protections. As AI technology advances, the entertainment industry faces increasing pressure to establish clear guidelines that safeguard the rights of young performers.
