Maya de Silva
- Associate
- IP & Commercial
IP & Commercial Associate authors LawInSport article on deepfakes and athlete brand protection
IP & Commercial Associate Maya de Silva has authored a recent LawInSport article, “Deepfakes and sports stars: the legal toolkit to protect image, brand and likeness”, examining the growing risks that AI-generated deepfakes pose to athletes, sports personalities and their commercial interests.
In the article, Maya explores the legal and practical measures available to protect an athlete’s image, reputation and brand, considering the role of intellectual property rights, data protection laws, advertising regulations and emerging AI legislation. She also provides practical guidance on how athletes and their teams can take a proactive approach to safeguarding their likeness and responding to unauthorised deepfake content.
Read the full article on LawInSport here. (£)
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