Luke Littler has applied to trademark his face amid concerns about the use of artificial intelligence. The move follows cases where his image has appeared online without approval. The application aims to protect his likeness from misuse.

The darts player’s image has already been used legally on a range of products. These include darts merchandise, snack items and fashion brands. The trademark would give him greater control over how his face is used in commercial and digital content.

Artificial intelligence has made it easier to create and share realistic images of public figures. Public personalities have increasingly sought legal protection against unauthorised use of their likeness. Littler’s action reflects wider concerns in sport and entertainment about image rights in the digital age.