Bullseye- Luke Littler is Successful in Securing a Facial Trade Mark Registration

Short summary

Darts champion Luke Littler has successfully registered a photorealistic image of his face as a UK trade mark across 11 classes of goods and services, joining other celebrities like Cole Palmer and Jeremy Clarkson in using facial trade marks. The article explains that such registrations give exclusive commercial-use control over the specific mark but are not a silver bullet against all unauthorized likeness use, especially in private or non-commercial contexts. Celebrities are increasingly turning to trade mark law as a stopgap against AI deepfakes because the UK lacks a standalone personality or digital replica right, and legislative reform remains distant.

• •Luke Littler registered his face as a UK trade mark across 11 classes, joining a growing list of celebrities with facial trade marks
• •Trade marks protect commercial use of a specific likeness but don't cover private, non-commercial, or all unauthorized uses
• •Celebrities are using trade marks as a workaround against AI deepfakes because UK law lacks a standalone personality right and reform is slow

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