Luke Littler, the youngest darts world champion in history, has applied to the Intellectual Property Office to trademark his face. The 19-year-old, who recently beat Gerwyn Price in Dublin, aims to prevent unauthorized reproduction of his likeness, including by generative AI tools. This move follows a growing trend among celebrities seeking to protect their image from digital manipulation.

Littler's decision comes as AI-generated deepfakes have surged across entertainment and sports. Celebrities like Taylor Swift and Matthew McConaughey have faced similar challenges with their images being misused online. The teenager, who has already trademarked his nickname 'the Nuke' in the United States, joins Chelsea footballer Cole Palmer in taking legal steps to control commercial use of his likeness.

Trademark experts view Littler's application as a strategic branding move. While the legal framework around AI and copyright remains evolving, trademarks offer celebrities one of the most effective tools to control commercial exploitation. The application is currently under examination at the Intellectual Property Office, marking a significant step in how young athletes navigate their digital presence in an era of rapid technological change.