'God it's absurd': Jeremy Clarkson set to trademark his face in response to AI deep fake fraud

Jeremy Clarkson has taken a surprising step to combat AI deep fake scams after his image was used in a series of fraudulent ads.

The former Top Gear presenter is set to trademark his face to stop scammers from using his likeness in similar advertisements in the future.

Speaking to The Sun about the decision, Clarkson said the trademark plan was for "perfectly good reasons".

"It's not just my ego running amok," he added.

He continued to explain "it's an AI thing".

Clarkson said his "face, name, image and voice" had previously been "used to promote things that I'm not promoting".

Last year, ads featuring Clarkson's face – as well as his former The Grand Tour co-hosts – appeared on X promoting crypto currency.

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"I don't even know what crypto currency is. But it sounds ghastly," Clarkson wrote in a post at the time about the fraudulent ads.

Now he wants to make sure it doesn't happen again.

"I'm protecting people from 'me', but it's not me, promoting something that I'm not," Clarkson added to The Sun.

https://x.com/JeremyClarkson/status/1771471981336023309

"God it's absurd."

The move will see Clarkson become one of the first celebrities to trademark his own face.

He joins the ranks with just a small selection of big names who have made similar moves.

F1 world champion Max Verstappen has taken steps to protect images of himself from unapproved use under European laws.

The late Colonel Sanders' likeness has also been trademarked by KFC to maintain the company's famous branding.

The TV host is also keeping an eye on his health after undergoing emergency heart surgery – where he had two stents fitted to improve blood flow – late last year.

Reflecting on the surgery back in February, Clarkson said he wants his "wonderful" life to "go on for as long as is humanly possible".

He has since pursued a health and fitness routine which he hopes will help his longevity.

"So far I've relied on luck to keep me alive," he added, but noted he feels he is at a point where he has no choice.

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