Luke Littler applies to trademark his face to combat AI fakes

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. Littler has already trademarked his nickname the Nuke in the United States.