This article was originally published in the May 2026, Issue 2 of The Trademark Laywer – INTA Special Edition.

In this article, Straat Tenney and Giovanni Visintini compare how the U.S. and UK protect name, image, and likeness, highlighting the U.S.’s expanding patchwork of state right of publicity and digital replica laws versus the UK’s reliance on trademarks, passing off, and advertising rules in the absence of a standalone right. It also explains how the rapid growth of AI, deepfakes, and “in the style of” uses is increasing pressure — particularly in the UK — for clearer, statutory protection of personality rights.

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