Luke Littler to trademark his face to combat gen-AI deepfakes

Luke Littler, the youngest darts world champion in history, has applied to the Intellectual Property Office to trademark his face. The move is intended to prevent his face being reproduced, including by generative AI, without permission. Littler has won two World Championship titles in a row and has had his image used legally on darts merchandise, as well as by multiple brands such as KP Nuts. The 19-year-old joins celebrities such as actor Matthew McConaughey who have filed to protect their likeness from AI misuse in recent months. In October 2025, Chelsea footballer Cole Palmer not only trademarked his autograph and facial image but also the term "Cold Palmer". Littler has already trademarked his nickname "the Nuke" in the United States. Registering a trademark lets people or businesses legally protect their ideas or brand from being used without permission. It also allows them to put a registered trademark symbol on their products to show ownership and warn others not to copy or use it. Celebrities in Hollywood and the music industry, such as Scarlett Johansson and Taylor Swift, have been affected by a surge of fake videos, audio, and images online made using AI tools. Louise Po