Why trademarking your face isn’t a ‘silver bullet’ against deepfakes - The Independent

In 2024, Jeremy Clarkson fell victim to AI deepfakes when his face was used in social media advertisements promoting a digital currency. These ads, designed to persuade viewers to invest, spread rapidly online. Clarkson, along with other celebrities, is now exploring trademarking his face as a protective measure.

What happened

Jeremy Clarkson's face was featured in social media adverts endorsing a digital currency without his consent. These deepfakes aimed to deceive fans into investing. Clarkson, along with other figures like Taylor Swift and Cole Palmer, are attempting to combat the misuse of their likenesses by trademarking their faces. Experts suggest this could be a savvy move for celebrities, though not a foolproof solution, since trademarks are about business, and the cases have yet to be tested in court. While the UK government has addressed non-consensual sexually explicit deepfakes, broader legislation is still under discussion.