Intellectual PropertyRight of Publicity
Licensing and Protecting Name, Image, and Likeness: A Practical Guide
Name, image, and likeness work divides into two jobs that look similar and require different skills: licensing an identity so it produces revenue without giving away more than intended, and clearing third-party identities so a campaign does not generate claims. This guide covers both. It walks through the individual's side — entity structure, category definition, approval mechanics, digital replica consent, morals clauses, and the compliance overlay in college athletics — and the user's side, including release drafting, stock imagery restrictions, deceased individuals, and the escalation rules that keep advertising out of trouble. It closes with enforcement: how to evaluate an unauthorized use, what a demand letter should say, and when the claim is worth pursuing.