Darts world No 1 Luke Littler has taken a significant legal step by applying to trademark his own face. The teenager, who recently won the Premier League in Dublin, lodged the application with the Intellectual Property Office. His goal is to prevent AI-powered products from using his image without permission, addressing the growing issue of deepfakes.

Littler's face is highly marketable, appearing on merchandise like his own dart board, computer games, and nut bags. This move highlights the legal challenges in protecting personal images from unauthorized AI replication.