{"id":486533,"date":"2026-03-20T21:48:08","date_gmt":"2026-03-20T21:48:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/486533\/"},"modified":"2026-03-20T21:48:08","modified_gmt":"2026-03-20T21:48:08","slug":"luke-littler-to-trademark-his-face-to-combat-gen-ai-deepfakes","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/486533\/","title":{"rendered":"Luke Littler to trademark his face to combat gen-AI deepfakes"},"content":{"rendered":"

Joe Doyle-Ward, Senior Associate and Trade Mark Attorney at Abion, one of the UK and Europe’s leading intellectual property firms, told the BBC the move was a “smart branding decision” and one which firms were seeing happen more and more often with celebrities.<\/p>\n

“The legal framework around AI and copyright is still evolving, but trademarks remain one of the most effective tools to control commercial use in the meantime,” he said.<\/p>\n

“It’s not about stopping everyday use, but about ensuring that any commercial exploitation is authorised,” he added.<\/p>\n

The application is currently under examination at the Intellectual Property Office.<\/p>\n

Littler rose to prominence in 2024, aged 16, winning the BBC Young Sports Personality of the Year<\/a>.<\/p>\n

In January 2025 Littler became the youngest ever darts world champion<\/a> after beating three-time world champion Michael van Gerwen aged just 17.<\/p>\n

He has since gone on to repeat the feat again in 2026, by beating Dutch darts player<\/a> Gian van Veen 7-1 in the final.<\/p>\n","protected":false},"excerpt":{"rendered":"Joe Doyle-Ward, Senior Associate and Trade Mark Attorney at Abion, one of the UK and Europe’s leading intellectual…\n","protected":false},"author":2,"featured_media":486534,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,86,56,54,55],"class_list":{"0":"post-486533","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-ai","9":"tag-artificial-intelligence","10":"tag-artificialintelligence","11":"tag-technology","12":"tag-uk","13":"tag-united-kingdom","14":"tag-unitedkingdom"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/486533","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=486533"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/486533\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/486534"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=486533"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=486533"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=486533"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}