The two-time world champion’s application to the UK Intellectual Property Office aims to prevent unauthorised images generated by artificial intelligence (AI) and thus protect the commercial value of his face for branding purposes.
Iain Connor, partner, Michelmores, said Littler's application was ‘likely to expose the weakness in our intellectual property laws to protect against deepfakes.
‘Previous attempts to create “personality” rights through trade marks show how difficult it can be. While F1 racer Damon Hill's “eyes” trade mark as seen through the racing driver's helmet was successful, the estate of the late Princess Diana was unsuccessful in attempts to protect an image of her face.’
Graeme Murray, trademark attorney at Marks & Clerk, said AI-generated likenesses posed ‘a genuine threat to goodwill and the “brand of identity” vested in the appearance of well-known individuals’.
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