Equity, the UK actors‘ trade union, has launched an indicative ballot of approximately 7,000 film and TV members to gauge support for industrial action concerning protections against artificial intelligence. The ballot, opening Thursday and lasting two weeks, asks performers if they are prepared to refuse digital scanning on set without guarantees regarding AI usage. This marks the first time Equity has held a ballot of this kind across the entire section of its membership.
the move follows similar disputes in the US, including the 2023 Hollywood strikes by SAG-AFTRA actors and writers over AI issues, and a near year-long protest by US video game actors which concluded earlier in 2025.
Equity general secretary paul W Fleming stated, “While tech companies get away with stealing artists’ likeness or work, and the government and decision makers fret over whether to act, unions including Equity are at the forefront of the fight to ensure working people are protected from artificial intelligence misuse.” He further questioned, “If bosses can’t ensure someone’s likeness and work won’t be used without their consent, why should performers consent to be digitally scanned in the first place?”
Fleming emphasized the ballot’s purpose is to ”send a clear message to the industry: that it is indeed a basic right of performers to have autonomy over their own personhood and identity,” and confirmed the union’s proposal for members to support industrial action. He concluded, “It’s time for the bosses to step away from the brink and offer us a package, including on AI protections, which respects our members.”
A statutory ballot would be required before any industrial action is formally taken.
