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Common Law - Right of Publicity To establish a common law claim a plaintiff must prove: (1) the defendant used the plaintiff's identity; (2) the appropriation was for defendant's advantage, commercially or otherwise; (3) lack of consent; and (4) resulting injury.
Athletes, celebrities, and influencers have the right to control how their name, image, and likeness are commercially used. If another individual or company attempts to use their personal brand in an unauthorized or improper way for its own profit, such use could provide cause for legal action.
As used in this chapter, "right of publicity" means a personality's property interest in the personality's: (1) name; (2) voice; (3) signature; (4) photograph; (5) image; (6) likeness; (7) distinctive appearance; (8) gestures; or (9) mannerisms.
The right of publicity is not only for celebrities. Any person whose name or image is used to sell products may claim a misappropriation of this right. For example, if a child's photograph is taken and used to sell toys, that child could claim a misappropriation of the right of publicity.
Key Components of the Right of Publicity the defendant used the plaintiff's identity or persona; such appropriation was for the defendant's advantage, commercial or otherwise; the plaintiff did not consent to the use of the plaintiff's identity; and. the appropriation is likely to cause injury to the plaintiff.
In California: The Right of Publicity, as defined in California Common Law and Civil Code section 3344, prohibits the commercial use of another person's name, image, or likeness without consent, allowing for the collection of penal damages.
Common Law - Right of Publicity To establish a common law claim a plaintiff must prove: (1) the defendant used the plaintiff's identity; (2) the appropriation was for defendant's advantage, commercially or otherwise; (3) lack of consent; and (4) resulting injury.