The cult of personality
Unlike the majority of other jurisdictions, the UK still has no definitive legislation governing the ownership of image rights. Charles Boundy looks at how the courts are handling the issue in its absence
Celebrity sponsorship ranks as a powerful marketing tool, with the likes of Jamie Oliver and Gary Lineker significantly contributing to their respective sponsors, Sainsbury’s and Walkers Crisps. This makes the fact that there is still no consolidated English law on the subject all the more surprising. We even have trouble deciding whether to refer to ‘celebrity’, ‘personality’, ‘character’, ‘publicity’ or ‘image’ rights. Publicity and image do perhaps make the point more clearly and avoid the difficult label of ‘personality’.
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