Teenage darts sensation Luke Littler has applied to trademark his own face in a landmark move aimed at protecting his image from AI-generated fakes and unauthorised commercial use.
The 19-year-old, already a two-time World Darts Championship winner, has submitted an application to the UK Intellectual Property Office as concerns grow over the rapid rise of deepfakes and AI-generated content exploiting public figures.
Littler’s likeness is already widely used across commercial products, from branded dartboards and video games to food items, reflecting his meteoric rise as one of the most marketable names in British sport. He has previously secured trademark protection for his nickname “The Nuke” in the United States, underlining the increasing value of his personal brand.
The latest move signals a growing trend among high-profile athletes and celebrities seeking to protect their identity in an era where AI tools can replicate faces and voices with alarming accuracy.
Graeme Murray, a trademark attorney at Marks & Clerk, said such applications are becoming more common as public figures attempt to safeguard their image. He noted that AI-generated content poses a “genuine threat” to the commercial value and goodwill associated with well-known individuals.
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