I n 2024, Jeremy Clarkson ’s face featured in a series of social media adverts which depicted the former Top Gear host extolling the virtues of a digital currency. The ads, designed to persuade unwitting fans to part with their money by using Mr Clarkson’s image, spread quickly across social media. But Mr Clarkson’s endorsement never actually happened. Instead, the TV star had fallen prey to AI deepfakes , which used his likeness in a bid to persuade unwitting fans to part with their money. The Clarkson’s Farm star is one of a host of famous people who have seen their faces being used as marketing tools without their consent. Now he and an unlikely handful of other stars are fighting back in an unusual way – by filing trademarks on their faces. Taylor Swift, Chelsea footballer Cole Palmer , and darts sensation Luke Littler are among the famous names who, like Mr Clarkson, have filed trademarks in a bid to fight back against their AI likenesses .…