Jeremy Clarkson has taken a stand against AI deepfake scams by trademarking his own face.
The TV star lives in west Oxfordshire and has presented several hit shows over the years, including the BBC’s Top Gear, as well as The Grand Tour and Clarkson’s Farm on Prime Video.
Mr Clarkson is a well-known face across the globe, and this has led to his latest move, which he himself has described as “absurd”.
The 65-year-old has now taken the bold decision to trademark his own face in an attempt to battle rising cases of his image being used by AI in scams.
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The Sun quotes Mr Clarkson on the matter with the TV host revealing: “It’s for perfectly good reasons. It’s not just my ego running amok.
“It’s an AI thing because there’s so much activity around bitcoin or mortgage loans where my face, name, image, voice, and so on have been used to promote things that I’m not promoting.
“I’m protecting people from ‘me’, but it’s not me, promoting something that I’m not. God, it’s absurd.”
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The star was made aware of adverts populating across the social media site X last year which featured him.
Along with his former Top Gear and Grand Tour co-hosts James May and Richard Hammond, the trio were all appearing to be promoting cryptocurrency.
At the time, Mr Clarkson took to the very same social media site to clear up the situation to his followers and said: “I don’t even know what cryptocurrency is. But it sounds ghastly.”