"Luke Littler has applied to the Intellectual Property Office to trademark his face, aiming to prevent unauthorized reproduction, including by generative AI, without permission."
"Celebrities like Matthew McConaughey and Cole Palmer have also sought to protect their likenesses from AI misuse, highlighting a growing trend in the entertainment industry."
"Louise Popple, a copyright expert, noted that the lack of image rights law in the UK has led celebrities to trademark their appearances as a protective measure."
"Owning a trademark registration can help with licensing deals, providing celebrities with something to license and potentially deterring opportunistic merchandising."
Luke Littler, at 19, has applied to trademark his face to protect it from unauthorized reproduction, particularly by generative AI. He has won two consecutive World Championship titles and has seen his image used on merchandise and by brands. This move aligns him with other celebrities who have sought to protect their likenesses amid rising AI misuse. Trademarking allows for legal protection and can enhance licensing opportunities, although it may not fully prevent all unauthorized uses of similar images.
Read at www.bbc.com
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