AI slop: Can players and football clubs do anything about it?

Again, it didn’t happen, but it looks very realistic.

Cowan said it was difficult to have any recourse when content was presented in a “non-controversial way”.

Unless a person suffers business or reputational damage, options are limited.

“It has always been difficult for an individual to enforce intellectual property rights,” Cowan said. “If it’s a deepfake that shows them in a compromising position, then let’s say that’s different.”

The Data (Use and Access) Act came into force last month, making it a criminal offense to create, share or request fake sexually explicit content.

But then you have AI generated videos like Celtic’s Luke McCowan punching an assistant referee. Could this harm his reputation or is it just not believable?

“Passing” may be the most pressing concern for players. This is where someone unfairly links their products or services to the reputation and goodwill of an established brand, company or player.

Its purpose is to mislead consumers into thinking they are associated with it – to the detriment of the existing brand.

Cowan explained that in December 2024, as part of a consultation on artificial intelligence, the UK government said it was considering “introducing some type of personality rights.”

This would give the player more scope to take action.

Clubs, for their part, have a few additional options available to them.

Social media accounts featuring players on the jerseys of their new team – or any team – is nothing new.

But what if the club wants to take up the case?

“Where you acquire, for example, Manchester City Group, they can look at other intellectual property rights,” Cowan said.

“Have they infringed the trademark in their logo? Or the design rights in their shirts? For that kind of image, that’s what the club or individual is likely to look at.”

BBC Sport understands that City believe fans know that official channels remain the only place to go for any real news, pictures or videos.

But with the lines becoming increasingly blurry, will clubs maintain this position?