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The Times

Can you trademark identity? The new legal strategy celebrities are using against AI

  • Written by Wellett Potter, Senior Lecturer in Law, University of New England
Can you trademark identity? The new legal strategy celebrities are using against AIWikimedia, Canva, The Conversation, CC BY-NC

In recent months, celebrities such as Taylor Swift, Matthew McConaughey and Jeremy Clarkson have turned to trademark law to protect aspects of their identity associated with their brands.

It’s a relatively new legal tactic and not yet tested in court. But celebrities are using it in an attempt to...

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