A TikTok creator named Mads is asking Target to explain how one of her posts ended up in a wig advertisement on the retailer’s website. In a video posted on TikTok, she claimed the photos were used without her permission by Jessie’s Wig Store, the company behind the listing. Mads also claimed the same company created AI-generated images of her to promote its social media profiles. “I DID NOT approve of any images of myself being used. Explain yourselves,” she wrote. She said she wants to know how her images ended up in the company’s ads in the first place. Mads has not said whether she plans to take legal action, and she appears to be waiting for a response from both Target and the wig seller. Nobody wants to find their face on an ad they never agreed to In her video, Mads claimed the hair shown in the Target listing is not a wig and is actually her real hair. She said she then went to the seller’s TikTok account, where she found more content featuring her. According to Mads, one of the AI-generated videos suggested a wig was the “secret” to her hair, and the caption advertised the product. She said the AI content, which appeared to be her photos turned into AI pictures, was the most alarming part of the discovery. She asked her followers whether she should sue Target or Jessie’s Wig Store over the use of her likeness in AI ads. TikTok’s community guidelines prohibit content that violates another user’s intellectual property rights, a TikTok spokesperson recently told AFP. Target sells many items on its website through Target Plus, an invite-only marketplace where products are bought and shipped directly from third-party vendors. The marketplace carries about 2 million products from 1,200 brands. Third-party sellers usually store their own inventory and handle shipping, while the host site typically takes a 5% to 15% commission on each sale. Using someone’s likeness to sell a product without permission can also carry legal consequences in some states. Florida’s law on unauthorized use of a name or likeness, for example, bars anyone from using a person’s name, photograph, or other likeness for commercial or advertising purposes without their express consent. Under that law, a person whose likeness is used without consent can sue to stop the use and recover damages, including a reasonable royalty and punitive damages.