Name, image, and likeness

Protect your brand

Your name, image, and likeness (NIL) are part of your brand. A federal trademark registration can help protect your NIL when you use it to endorse products or make personal appearances.

In an ever-changing world of AI, it's important to understand your rights.

Delete - What's NIL

H2: What’s NIL? (large white heading on dark blue banner)

NIL includes things that can identify you, like your:

Name and nickname
Image in photos and videos
Voice, catchphrase, or signature move

Companies might pay to use your NIL to promote their products and services. For example, a company could pay you to post a photo wearing their clothing or to appear at a promotional event.

DELETE - What's a trademark

H2: What’s a trademark? (large white heading on dark blue background)

A trademark is a word, phrase, design, or a combination that:

Identifies your goods or services
Indicates their source
Sets them apart from other people’s goods or services

It’s how customers recognize you in the marketplace and distinguish you from your competitors. Learn more about what’s a trademark.

DELETE - Get extra protection through federal trademark registration

H2: Get extra protection through federal trademark registration. (white heading on blue background)

If you have an NIL deal or you’re using your NIL in connection with goods or services, you likely already have a common law trademark. But obtaining federal trademark registrations for your NIL offers more benefits:

Helps stop copycats. Registration gives you better legal tools to fight unauthorized use.
Strengthens deals. Sponsors often prefer partners with registered rights.
Makes enforcement easier. Gives you the right to bring a lawsuit concerning the trademark in federal court.
Adds value. A registered trademark can increase the commercial value of your name or brand.

Registration requires that you use the trademark in commerce and meet legal requirements for the specific goods or services.

Learn more about why to register your trademark and what to expect during the application and maintenance process.

H2: Know the difference. (white heading on dark blue banner)

	NIL	Federally registered trademark
What it can include	Your name, image, voice, signature, or other personal identifiers	Your brand name or logo, which could include your name, image, or likeness
Do you need to provide goods or services?	No, but your NIL can be licensed by sponsors to promote their goods and services	Yes, it identifies you as the source of your goods or services
What it tells consumers	You endorse products or services	You (or your brand) made, sold, or provided the goods or services
How you earn profit	Directly from things like endorsements, appearances, and sponsorships	Directly from the sales of your branded goods or services and licensing deals
How it's protected	State law, organizational policies, and contracts	Federal law (nationwide)

If you’re using any of these NIL types as source identifiers in commerce, consider filing for trademark registration:

Your legal name or nickname

Your signature or a stylized rendition of your name

A portrait, logo, or likeness-based design

A catchphrase or slogan associated with your name

Your voice saying a distinctive phrase

A distinctive recurring animation or gesture

H2: Examples of celebrities with trademark registrations. (white text on dark blue strip)

Trademark: Saquon Barkley (full name)

Goods and services: Endorsement services, namely, promoting the goods and services of others; entertainment services, namely, personal appearances by a sports celebrity

Printed name “Saquon Barkley” in large serif type on white background.

Trademark: Tom Brady (full name)

Goods and services: Entertainment services in the nature of personal appearances by a sports celebrity

Printed name “Tom Brady” in large serif type on white background.

Trademark: Danica (first name only)

Goods and services: French rosé wine

Printed name “Danica” in serif type on white background.

Trademark: Wayne Gretzky Estates No. 99 (logo)

Goods and services: Include promotional items, clothing, beer, distilled alcohol, and operation of a winery

Circular monochrome seal with concentric rings and dotted border, large central “99” and surrounding curved text including the word “Estates”

H2: Reduce your impersonation risk. (bold dark text on light-gray banner)

AI is here. If you want to protect yourself from being impersonated, take these actions:

Monitor social media, websites, and marketplaces for unauthorized uses of your name, image, or likeness, especially AI-generated content.

Register your trademarks to strengthen takedown requests and negotiations with platforms or sellers.

Keep evidence of your commercial use and brand identity to support enforcement.

Consider contracts and licenses that explicitly address AI-generated depictions and digital replicas.

Frequently asked questions.

See all FAQs on NIL