Luke Littler moves to trademark his face to combat AI fakes and protect commercial interests

Luke Littler Takes Legal Action Against AI Fakes

Luke Littler, the youngest darts world champion in history, has filed an application with the Intellectual Property Office to trademark his face in a strategic branding move designed to prevent unauthorized use of his image1

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. The application specifically targets the reproduction of his likeness through generative AI and aims to stop fake products from using his picture without permission while protecting his copyright2

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. At just 19 years old, Littler has become highly marketable following back-to-back World Darts Championship victories, with his face already appearing on dart boards, video games, and branded products including KP Nuts3

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Growing Trend Among Athletes and Celebrities

Littler joins a growing roster of high-profile figures taking steps to protect their likeness from AI misuse. Matthew McConaughey has filed similar protections in recent months, while Chelsea footballer Cole Palmer trademarked not only his facial image and autograph but also the term "Cold Palmer" in October 20251

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. The teenager has already trademarked his nickname "the Nuke" in the United States, demonstrating a proactive approach to managing his commercial interests2

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. Celebrities across Hollywood and the music industry, including Scarlett Johansson and Taylor Swift, have faced a surge of deepfakes—fake videos, audio, and images created using AI tools that threaten their personal and professional reputations1

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Legal Framework and Expert Analysis

Louise Popple, a copyright expert at law firm Taylor Wessing, explained that celebrities pursue trademark protection in the UK partly due to the "lack of any image rights law"1

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. While she noted it's "unlikely" Littler could stop anything beyond very similar images of his face even with the trademark, the move signals he's taking his rights "seriously," potentially deterring "opportunistic merchandising"1

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. Popple added that owning a registration helps with licensing deals as it gives the celebrity "something" to license1

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. Joe Doyle-Ward, Senior Associate and Trade Mark Attorney at Abion, one of the UK and Europe's leading intellectual property firms, described the application as a "smart branding decision" that his firm sees increasingly among celebrities1

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. "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," Doyle-Ward stated, adding that "it's not about stopping everyday use, but about ensuring that any commercial exploitation is authorised"1

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Implications for Athletes and the Future

The application is currently under examination at the Intellectual Property Office1

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. Littler rose to prominence in 2024 at age 16, winning BBC Young Sports Personality of the Year, before becoming the youngest ever darts world champion in January 2025 at just 17 by defeating three-time world champion Michael van Gerwen1

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. He repeated the feat in 2026, beating Dutch player Gian van Veen 7-1 in the final1

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. His continued success in the Premier League, including a remarkable comeback victory in Dublin where he won night seven after trailing 5-0 in the final against Gerwyn Price, demonstrates his growing profile and marketability2

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. As AI technology advances and the ability to create convincing deepfakes becomes more accessible, athletes and entertainers will likely follow Littler's example to combat gen-AI deepfakes and maintain control over their personal branding and merchandising opportunities. The move reflects broader concerns about how generative AI could be weaponized to create fake endorsements or damage reputations without consent.