Luke Littler is branding his face to fight AI deepfakes and fake products

Teenage darts sensation Luke Littler has applied to sell his face in a landmark move aimed at protecting his image from AI-generated hoaxes and unauthorized commercial use.

The 19-year-old, a two-time winner of the World Darts Championship, has applied to the UK Intellectual Property Office as concerns grow over the rapid rise of deepfakes and AI-generated content that exploits people.

Littler’s likeness has already been widely used on marketing products, from billboards and video games to food items, reflecting his meteoric rise as one of the best-selling names in British sport. He previously received trademark protection for his nickname “The Nuke” in the United States, underscoring the growing value of his product.

The latest move reflects a growing trend among elite athletes and celebrities looking to protect their identities in an age where AI tools can replicate faces and voices with startling accuracy.

Graeme Murray, a trademark attorney at Marks & Clerk, said such requests were becoming more common as people tried to protect their image. He noted that AI-generated content poses a “real threat” to the commercial value and goodwill associated with celebrities.

“The goal is to create a difference in terms of visual appearance that consumers associate with one person,” he explained. “This prevents third parties from using that identity without permission, especially in commercial settings.”

However, the legal situation is uncertain. Unlike other jurisdictions, the UK does not recognize a legal “human right”, meaning that individuals have limited protection over the commercial use of their likeness outside of existing intellectual property frameworks.

Iain Connor, intellectual property partner at Michelmores, warned that face tagging is not a perfect solution. “Even if successful, trademark protection is limited to certain categories of goods and services,” he said. “It’s not a silver bullet against deepfakes.”

He added that previous attempts to protect identity through trademarks have produced mixed results, citing successful and unsuccessful cases involving public figures. The challenge lies in ensuring that a face or likeness serves as a unique marketing identifier.

The move comes as policymakers and legal experts are increasingly debating how to regulate AI-generated content. The UK government has identified potential gaps in existing copyright and IP systems, with ongoing discussions about introducing new “human rights” to better protect people from digital duplication.

Littler’s application therefore represents not only a commercial strategy but also a test case for how far current intellectual property law can be stretched in the age of AI.

Away from the court, Littler continues to reign over the oche. Fresh from a stunning victory over Gerwyn Price in Dublin, he admitted he is still getting used to the pressures of fame and fan scrutiny.

But as its profile continues to grow, so does the need to protect it, not just from rivals on the missile circuit, but from the growing power of artificial intelligence.