Gerwyn Price fights AI deepfakes with landmark legal move

A darts champion's battle to control his own face could reshape AI law. Why his case matters for every public figure in the digital era.

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2026 May 6 . 5:26 AM

1 min read

In the picture there is a sports player,he is posing for the photograph and on his shirt there are... — In the picture there is a sports player,he is posing for the photograph and on his shirt there are names of different sponsors companies.

Gerwyn Price fights AI deepfakes with landmark legal move

Darts champion Gerwyn Price has taken legal steps to protect his image from AI-generated content. The 19-year-old star filed an application with the UK Intellectual Property Office, citing concerns over deepfakes. His move highlights the growing challenge of safeguarding personal likenesses in the digital age. Price’s application marks a test case for intellectual property law in the era of generative AI. His face already appears on dartboards, video games, and even food products, making its unauthorised use a commercial risk. Graeme Murray, a trademark attorney, noted that such requests are rising as public figures seek defences against AI misuse.

The UK lacks a formal 'right of personality', leaving individuals reliant on existing trademark and copyright rules. Price previously secured protection for his nickname, *The Nuke*, in the US. However, Iain Connor, an IP partner at Michelmores, warned that trademarking a face alone won’t fully block deepfakes. Price’s career continues to flourish, with a recent comeback victory in Dublin. But as his fame grows, so does the threat of AI replicating his likeness without consent. Experts agree that current laws may struggle to keep pace with advancing technology.

The outcome of Price’s application could set a precedent for future cases involving AI and personal image rights. For now, the darts star remains focused on competition while navigating the legal complexities of digital identity protection. The case underscores the urgent need for clearer regulations in an evolving technological landscape.