Wybrane problemy związane z ochroną wizerunku w świecie mediów cyfrowych

The protection of image in the world of modern digital media is of utmost importance. Nowadays every mobile phone has an inbuilt digital camera which can take pictures and record a video and also – just with so-called one click – share them on social media or other websites. Because of various reasons the person in the picture might not want their image to be spread (for example during an accident, armed forces intervention etc.). Everyone has a right to decide in which situations their image will be published online. The paper aims to present the regulations about image protection as well as the basis to its protection according to current provisions of law, with special regard to the newest jurisdiction of the courts of common law in this realm. Social awareness of law is increasing and a bigger group of people want to actively pursue their rights. Because of this in the nearest future we can expect an increase in the number of legal actions in this scope. Constant development of the digital media is also of vital importance in this field. All the problems mentioned in the article are the reason why the interest of legal doctrine and jurisdiction will remain high for a long period of time.