Teenage darts sensation Luke Littler has applied to the UK Intellectual Property Office (UKIPO) to register his face as a trade mark, seeking to protect his likeness. The objective is clear: Secure control and prevent unauthorised commercial use, including the rising threat of AI‑generated deepfakes.
Littler’s image already features widely across licensed merchandise - from dartboards and computer games to food products - reflecting his status as one of the most marketable figures in modern darts. As visibility grows, so does risk. Trade mark protection offers a defined, enforceable framework to manage that exposure.
This application is part of Littler’s wider brand-protection strategy. He has already protected his nickname “The Nuke” in the United Kingdom K and United States. However, the advances in AI technologies now enable highly realistic replication of faces and voices at scale. In response, celebrities are turning to formal IP filings such as trade marks to safeguard their identities. The UK, notably, lacks a standalone image‑rights law.
Passing‑Off: The UK’s Primary, but Limited, Remedy for Protecting Image Right
In the absence of statutory image rights, celebrities and public figures in the UK rely heavily on the common law rights of ‘passing‑off’ (a form of unregistered trade mark right), among other Intellectual Property (IP) rights. Passing‑off can protect celebrities where their goodwill is misrepresented and damage results, but the test is difficult to satisfy because of evidential burdens - particularly in cases involving lookalikes or digital imitation. Passing-off is reactive, not preventative.
Trade mark registration changes that dynamic. It provides a defined and easily enforceable asset. It creates clarity around ownership. It strengthens enforcement options without requiring proof of reputational damage.
Part of a Growing Celebrity Trend
Littler is not alone in turning to trade marks to secure control over his likeness. Hollywood actor Matthew McConaughey is among those who have recently filed to protect their facial image in the United States as concerns mount about AI‑driven impersonation and misuse. This reflects a broader international movement among public figures to formalise control over their personal identity in the digital era.
Another UK sports figure, Chelsea footballer Cole Palmer, also has a number of trade mark registrations in his IP armoury and successfully registered both his facial image and autograph at the UKIPO in October 2025, alongside the term “Cold Palmer”. His successful filing highlights the increasing willingness of UK
celebrities to use trade mark law to safeguard their persona – either alongside, or instead of, passing off claims.
An Evolving Digital Landscape Demands Strategic Protection
Littler’s application, currently under examination at the UKIPO, illustrates how athletes and entertainers are adapting to a world where deepfake technologies pose a genuine threat to their personal and commercial identity.
Image is an asset. Assets require protection, strategy and structure. In a legal environment where passing‑off provides partial protection, trade mark registration has become an essential strategic tool - one that is rapidly growing in popularity as celebrities seek to stay ahead of emerging risks.
The landscape is shifting quickly and those that act early gain leverage. Those who wait often find themselves defending ground they could, and should, have protected.
Strategic IP does not need to be loud to be effective. It needs to be deliberate, well-structured, and aligned with long-term commercial objectives. When done properly, it operates quietly in the background – preserving control, strengthening positions and allowing our clients to focus on growth with confidence.
