Luke Littler applies to trademark his face in bid to combat AI fakes
‘I’m still learning not to react to the fans,’ said Luke Littler after his win in the Premier League in Dublin. Photograph: Charles McQuillan/Getty Images View image in fullscreen ‘I’m still learning not to react to the fans,’ said Luke...
The news article highlights a key development in Intellectual Property practice, as Luke Littler, a 19-year-old athlete, applies to trademark his face to combat AI-generated fake products. This move signals a growing concern about the misuse of AI technology to create deepfakes and fake merchandise, and may lead to increased regulatory scrutiny and potential changes in trademark law to address these issues. The application also raises questions about the protectability of human likenesses as trademarks, which may have significant implications for celebrities, athletes, and public figures seeking to control their image and prevent unauthorized use.
The move by Luke Littler to trademark his face highlights a growing concern over AI-generated fakes, with implications for Intellectual Property (IP) practice globally. In comparison, the US has seen similar attempts to trademark likenesses, whereas Korea has a more stringent approach, often requiring proof of commercial use. Internationally, the World Intellectual Property Organization (WIPO) has acknowledged the need for clearer guidelines on protecting personality rights, particularly in the face of emerging technologies, underscoring the need for harmonization across jurisdictions to address the complexities of AI-generated content.
As a Patent Prosecution & Infringement Expert, I note that Luke Littler's application to trademark his face raises interesting implications under trademark law, particularly in relation to the concept of "personality rights" and the potential for protecting one's likeness from AI-generated fakes. This case may draw connections to case law such as the "right of publicity" doctrine, as seen in cases like Zacchini v. Scripps-Howard Broadcasting Co. (1977), which established a person's right to control the commercial use of their identity. Furthermore, regulatory frameworks such as the Lanham Act in the US may also be relevant in determining the scope of protection for Littler's trademark application.
