Jeremy Clarkson Targets AI Deepfake Scams by Trademarking His Face

Thumbnail Image

The information displayed in the AIM should not be reported as representing the official views of the OECD or of its member countries.

Jeremy Clarkson has trademarked his face after AI-generated deepfake scams used his likeness and voice in fraudulent cryptocurrency ads, misleading the public. The move aims to combat the unauthorized use of his identity in AI-driven scams and protect potential victims from deception. The incidents occurred in the United Kingdom.[AI generated]

Why's our monitor labelling this an incident or hazard?

The event involves AI systems used maliciously to create deepfake content that impersonates a celebrity to scam people, which directly leads to harm (financial fraud and deception). The AI system's use in generating fake ads is central to the harm occurring. Therefore, this qualifies as an AI Incident because the AI-generated deepfakes have directly led to harm to people through fraudulent schemes.[AI generated]
AI principles
AccountabilityTransparency & explainabilityPrivacy & data governanceRespect of human rightsRobustness & digital securitySafety
Industries
Media, social platforms, and marketingFinancial and insurance services
Affected stakeholders
ConsumersGeneral public
Harm types
Economic/PropertyReputational
Severity
AI incident
Business function:
Marketing and advertisement
AI system task:
Content generation

Articles about this incident or hazard

Thumbnail Image

Jeremy Clarkson takes new step to protect empire from deepfake crooks

2025-11-26
The Sun
Why's our monitor labelling this an incident or hazard?
The event involves AI systems used maliciously to create deepfake content that impersonates a celebrity to scam people, which directly leads to harm (financial fraud and deception). The AI system's use in generating fake ads is central to the harm occurring. Therefore, this qualifies as an AI Incident because the AI-generated deepfakes have directly led to harm to people through fraudulent schemes.
Thumbnail Image

'God it's absurd': Top TV host makes rare move to combat AI fraud

2025-11-27
celebrity.nine.com.au
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions AI deep fake scams using Clarkson's face and voice in fraudulent ads, which directly led to harm through deception and unauthorized use of his identity. This misuse of AI-generated content infringes on his rights and misleads the public, fulfilling the criteria for an AI Incident. The trademarking is a response to this harm, not the primary event. Therefore, the event is classified as an AI Incident due to realized harm caused by AI deep fake fraud.
Thumbnail Image

Jeremy Clarkson takes a stand against AI by trademarking his face

2025-11-27
Femalefirst
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions AI-generated deepfake scams that have used Jeremy Clarkson's likeness to promote fraudulent products, which constitutes an AI Incident due to harm to individuals and communities (scam victims). However, the main focus of the article is on Clarkson's proactive legal response—trademarking his face—to prevent future misuse. This response is a governance and societal measure addressing a previously reported AI Incident. Since the article does not primarily report a new AI Incident or AI Hazard but rather a response to past harm, it fits the definition of Complementary Information.
Thumbnail Image

Jeremy Clarkson trademarks his own face in stand against AI

2025-11-27
Witney Gazette
Why's our monitor labelling this an incident or hazard?
The article describes AI deepfake scams using Jeremy Clarkson's likeness to promote fraudulent cryptocurrency ads, which directly harms people by misleading them. This fits the definition of an AI Incident because the AI system's use (deepfake generation) has directly led to harm (scam and deception). The trademarking of his face is a protective measure and thus complementary information, but the main event is the AI-generated scam causing harm. Therefore, the classification is AI Incident.