New contract terms requiring child voice actors for 'Peppa Pig' to cede their voices to artificial intelligence (AI) have sparked controversy and outrage in the industry.

In response to the new clauses from Hasbro — which acquired the brand in the U.S. in 2019 — over 1,000 actors, talent agents, and others have signed an open letter organized by the Association of Young Artists' Agents (AYPA) condemning these actions and demanding responsible industry practices.

"Recently, a major studio, with the intellectual property of an international children's franchise and producer of a long-running animated television series, offered contracts to child voice actors requiring their consent for the use of AI, which would allow them to use the child's voice in all commercial products of the franchise," the letter states.

"Faced with their refusal to remove this clause, with an inflexible attitude, we have written this letter to make it clear that we will not accept this and to draw the industry's attention to this matter," it adds.

While the letter does not explicitly mention 'Peppa Pig,' industry sources confirmed to the specialized media outlet Deadline that it refers to the popular series. The letter also does not specify details about the clause in question, but according to the same outlet, it could grant Hasbro the power to clone a child's voice and then use AI-generated audio in 'Peppa Pig' commercial materials.

"Any agreement involving a child's voice must be completely exempt from the use of AI (...) Their voice must not become a permanent commercial asset before they have the legal and personal capacity to decide for themselves," the letter adds.

"We reject all contracts that require child artists to cede their voice rights indefinitely and without limits," it concludes.

In response to the controversy, the company assured the outlet that it is committed to protecting child actors and seeks transparency and responsibility when addressing AI debates.