By Prof Dr Ian Blackshaw
Luke Littler, who at 19 years old is the youngest darts world champion in history, has applied to the UK Intellectual Property Office to trademark his face, in particular, to protect him against unauthorised generative AI.
Littler has won two World Championship titles in a row and has had his image used legally on darts merchandise, as well as by multiple brands, such as KP Nuts.
Littler has already trademarked his nickname "the Nuke" in the United States.
In October 2025, the Chelsea FC footballer, Cole Palmer, has also trademarked his facial image, his autograph as well as the expression "Cold Palmer".
A registered trademark allows individuals and businesses to protect legally their ideas or brands from being exploited by others for profit without their permission.
Trademark registration is particularly important in protecting image rights and their commercialisation in licensing and merchandising deals in the UK, as image rights, per se, are not legally protected under English law.
Prof Dr Ian Blackshaw may be contacted by e-mail at ‘