Luke Littler applies to trademark his face in bid to combat AI fakes

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Luke Littler has made an application with the Intellectual Property Office to trademark his face. It is understood the application will prevent fake products powered by AI using his picture without permission and breaking copyright laws.

The teenager, who has won back-to-back World Darts Championship titles, is highly marketable and his face appears on a wide variety of branded products, from his own dart board to video games and bags of nuts. Littler has already trademarked his “the Nuke” nickname in the US.