Not directly, at least not yet. Unlike many US states, the UK has no standalone image or personality right, so there’s no single law that protects your likeness from deepfakes. That’s why people are turning to personal brand protection and registered trademarks to plug the gap.
What protects your likeness from deepfakes today?
A patchwork:
- Passing off protects goodwill. It has worked for well-known people: racing driver Eddie Irvine won in 2002 over a doctored photo suggesting he endorsed a radio station, and Rihanna won against Topshop over a T-shirt bearing her image, upheld by the Court of Appeal in 2015. But you have to prove a reputation, a misrepresentation and damage, and whether it covers an AI copy of a person has never been tested in a UK court.
- Copyright protects a photo or recording, and usually belongs to whoever made it, not the person in it.
- Data protection covers images and recordings of identifiable people, but mostly helps after the event.
- A registered trademark protects your name, face or voice as registered, when used in trade for the goods and services it covers.
What is the government doing?
In March 2026 the government’s report on copyright and AI said it would consider whether a new digital replica or personality right would be beneficial. In August, more than 80 actors, narrators and singers wrote asking for a legal right to own their voice. There’s still no consultation date, no draft bill, and no way of knowing which way it will go.
So what are people doing?
Not waiting. The people with the most to lose are controlling what people find when they search for them, registering trademarks where they need a right they can enforce, and using monitoring so fakes are spotted early. Luke Littler registering his face in June 2026 is the clearest UK example.
If you want to protect your likeness from deepfakes, start with our free personal brand audit.
Want to talk it through? Book a free 15 minute call, email enquiries@thetrademarkhelpline.com or call 0161 833 5400.
Related questions
- Can you trademark your face or your voice?
- Will a trademark stop deepfakes and scams using my name?
- How do I protect my name, face and voice, and control what people find when they research me?
This answer is for information purposes only and does not constitute trademark advice or guidance. Last reviewed 2 November 2026.
