"The objective is to create exclusivity around a recognisable appearance that consumers associate with one individual. This prevents third parties from exploiting that identity without consent, particularly in commercial settings."
"AI-generated content poses a genuine threat to the commercial value and goodwill associated with well-known individuals."
"Even if successful, trademarking a face is not a comprehensive solution."
Luke Littler, a two-time World Darts Championship winner, has applied to trademark his face to safeguard his image from AI-generated fakes and unauthorized commercial use. His likeness is already used in various commercial products, highlighting his marketability. This move reflects a trend among athletes and celebrities to protect their identities amid the rise of AI tools. Legal experts note that while trademarking can create exclusivity, the UK lacks a formal 'right of personality', limiting protection over likenesses.
Read at Business Matters
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