Jeremy Clarkson is taking a surprising step to safeguard his public image – he’s attempting to trademark his own face. This isn’t about vanity, but a growing concern over the misuse of his likeness in increasingly sophisticated scams.
The catalyst for this unusual move came when an AI-generated version of Clarkson, along with his formerTop Gearcolleagues, was used to promote a cryptocurrency scheme. Clarkson swiftly denounced the fraudulent endorsement, admitting he barely understood what cryptocurrency even *was*, but found the entire concept “ghastly.”
The application, filed with the UK’s Intellectual Property Office, was submitted by the production team behind his popular farming show as preparations ramp up for a fifth and final season. It’s a preemptive strike against a world where anyone can be convincingly impersonated with a few lines of code.
Clarkson insists this isn’t an ego-driven endeavor. He’s motivated by a desire to protect the public from believing he endorses products or services he has no connection to. “I’m protecting people from ‘me’,” he explained, “but it’s not me, promoting something that I’m not.” He readily admits the whole idea feels “absurd.”
He’s not alone in this pursuit of image control. Model Puck Schrover, the iconic band KISS, and even the face of KFC’s Colonel Sanders have all taken steps to legally protect their recognizable features. The precedent exists, demonstrating the growing need to defend one’s identity in the digital age.
The process of trademarking in the UK isn’t simple. It begins with a fee of at least £170 and can take up to four months for approval. Trademarks can encompass words, sounds, logos, and even colors, but applications deemed offensive, misleading, or too generic will be rejected.
Beyond his face, Clarkson also intends to trademark “Richard Ham,” the beloved runt piglet from his farm who became a breakout star of the show. The little pig, named as a playful nod to Richard Hammond, deserves protection too, it seems.
While navigating the legal complexities of facial trademarks, Clarkson remains focused on his other ventures. He’s fiercely committed to his “100% British” pub policy at the Farmer’s Dog, even refusing service to customers bringing in non-British birthday cakes – with a single exception for tonic water, as quinine can’t be grown in the UK.
Customers eagerly awaiting his Hawkstone brand’s £95 boozy advent calendar are facing some anxious waiting, however, as delivery delays threaten to dampen the festive spirit. It seems even a trademarking television personality can’t control everything.
