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Unauthorized use of name or likeness is the use of someone's name or other identifying characteristics without that person's permission for commercial purposes. This can include using a person's name, photo, or other personal information in an advertisement or other marketing materials.
The Copyright Act of 1976, which is the main copyright law in the United States, protects copyright owners. Unless the content is in the public domain, someone who posts it without permission and/or attribution may be liable for copyright infringement.
In most states, you can be sued for using someone else's name, likeness, or other personal attributes without permission for an exploitative purpose. Usually, people run into trouble in this area when they use someone's name or photograph in a commercial setting, such as in advertising or other promotional activities.
A Release for Use of Likeness is an important way of legally protecting yourself; reproducing the likeness of someone without their permission may be a violation of that person's right, especially if the image is captured in a setting where they would expect privacy (this includes public spaces).
A release is a written agreement between the person who is the subject of a picture or recording and the company that wants to use the image or sound for its own purposes.