Clarkson Takes Legal Action After AI Crooks Use His Image in Fake Ads

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Jeremy Clarkson Takes Action to Protect His Image from Deepfake Scams

Clarkson Becomes One of the First Celebrities to Trademark His Face

Jeremy Clarkson, 65, is taking a major step to protect his public identity by trademarking his face — a move aimed at stopping deepfake scammers from using his likeness in fraudulent advertisements. This places him among a small group of public figures, such as KFC’s Colonel Sanders, who have legally protected their facial image.

Jeremy Clarkson in a "Who Wants To Be A Millionaire" backstage exclusive for a Bitcoin Revolution advertisement.

AI Scammers Used Clarkson’s Image and Voice

In recent years, criminals have used artificial intelligence to replicate Clarkson’s face and voice in misleading ads encouraging people to invest in fake products, often related to cryptocurrency or financial services. These scams have circulated widely online, tricking viewers into believing Clarkson endorsed the offers.

Clarkson Explains the Reason Behind His Decision

Addressing the issue, Clarkson clarified that the trademark move is not driven by ego but by necessity.
“It’s an AI thing… because there’s so much activity around bitcoin or mortgage loans where my face, name, image, voice and so on has been used to promote things that I’m not promoting,” he said.

Jeremy Clarkson takes new step to protect empire from deepfake crooks after his image & voice was used by AI con artists

Fake Crypto Ads Previously Targeted Clarkson

Last year, fraudulent ads appeared on X (formerly Twitter) showing Clarkson alongside former Grand Tour co-hosts James May and Richard Hammond. The ads falsely suggested that all three were promoting cryptocurrency investments.
Clarkson responded at the time: “I don’t even know what crypto currency is. But it sounds ghastly.”

Protecting Fans from Fraud

Clarkson emphasized that his goal is to protect the public from false endorsements:
“I’m protecting people from ‘me’, but it’s not me, promoting something that I’m not. God it’s absurd.”

Co-Hosts Not Yet Following the Same Path

So far, there is no evidence that James May or Richard Hammond are pursuing facial trademarks themselves, based on publicly available application paperwork.

Other Celebrities Taking Similar Measures

Clarkson joins a growing list of public figures securing legal protection for their likeness. Formula 1 world champion Max Verstappen and Dutch models Yasmin Wijnaldum and Rozanne Verduin are among those protected by European trademark laws.