Law of Attraction

𝘐𝘯 𝘵𝘩𝘦 𝘜𝘒, 𝘺𝘰𝘶𝘳 𝘧𝘢𝘤𝘦 𝘩𝘢𝘴 𝘧𝘦𝘸𝘦𝘳 𝘭𝘦𝘨𝘢𝘭 𝘱𝘳𝘰𝘵𝘦𝘤𝘵𝘪𝘰𝘯𝘴 𝘵𝘩𝘢𝘯 𝘢 𝘬𝘯𝘰𝘤𝘬-o𝘧𝘧 𝘩𝘢𝘯𝘥𝘣𝘢𝘨.

𝗪𝗵𝗮𝘁 𝗶𝗳 𝘆𝗼𝘂 𝘄𝗲𝗿𝗲 𝘁𝗼𝗹𝗱 𝘁𝗵𝗲 𝗹𝗮𝘄 𝗰𝗮𝗻’𝘁 𝘀𝘁𝗼𝗽 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗳𝗿𝗼𝗺 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝘁𝘄𝗶𝗻?

In the UK, “image rights” don’t exist as a standalone concept.

We rely on a patchwork of outdated laws, never built for an AI-powered world.

AI-generated models are becoming more prominent. 𝘝𝘰𝘨𝘶𝘦 𝘹 𝘎𝘶𝘦𝘴𝘴 is just the latest headline.

I see the creative upside in a modern-day culture driven from the bottom up: faster campaigns, global reach, hyper-personalised marketing.
For ecomm fashion, it could be a game-changer.

But the real question is not whether AI 𝘀𝗵𝗼𝘂𝗹𝗱 be used. It’s 𝗵𝗼𝘄 it can be used without erasing human value or violating personal rights.

Are AI models just the next Photoshop chapter or are they job-killing shortcuts that strip real people of real work?

The questions we must ask now are existential, not just legal.

Your face is:

• A 𝗯𝗶𝗼𝗺𝗲𝘁𝗿𝗶𝗰 𝗜𝗗
• A 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝘀𝘀𝗲𝘁
• A target for 𝗺𝗮𝗻𝗶𝗽𝘂𝗹𝗮𝘁𝗶𝗼𝗻

In 2024, over 50% of UK scam ads involved impersonation or deepfakes.

In a world of constant surveillance, your 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗶𝘀 𝗱𝗮𝘁𝗮.

𝗥𝗲𝗴𝘂𝗹𝗮𝘁𝗶𝗼𝗻 lags behind.
The UK's new 𝘖𝘯𝘭𝘪𝘯𝘦 𝘚𝘢𝘧𝘦𝘵𝘺 𝘈𝘤𝘵 demands "highly effective" age checks such as face scans...
but even those are easily bypassed.

Other countries (states) are moving: California, Tennessee, Denmark.
But the solutions remain patchy.
Perhaps we need a hybrid model: 𝗰𝗼𝗽𝘆𝗿𝗶𝗴𝗵𝘁 + 𝘀𝘁𝗿𝗼𝗻𝗴 𝗱𝗮𝘁𝗮 𝗿𝗶𝗴𝗵𝘁𝘀 or something along those lines, otherwise it's just PR.

Or to put simply, maybe it's time to stop cramming new tech into old legal boxes and start seeing digital for what it is. Different.

Until then, 𝗽𝗿𝗲𝘃𝗲𝗻𝘁𝗶𝗼𝗻 is better than cure:

1. Talent should look into owning their own avatars. This is a trend.
2. They should refuse vague release forms.
3. And block AI training clauses.
4. They should track misuse with tech.
5. And consider trademarking their face.

The last one could be the game-changer.

I'm keeping a close eye on 𝘊𝘰𝘭𝘦 𝘗𝘢𝘭𝘮𝘦𝘳. Not for his goals, but for his innovative trade mark application still up in the air.