Term typically used to refer to endorsement by a celebrity or fictional character. Rights of publicity are not recognized in principle in a number of jurisdictions such as the United Kingdom, but well established for example in the United States, where Section 46 of the Restatement of the Law Third, Unfair Competition states

“One who appropriates the commercial value of a person’s identity by using without consent the person’s name, likeness, or other indicia of identity for purposes of trade is subject to liability for the relief appropriate.”

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