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Specifically, California recognizes both common law and statutory rights. California Civil Code, Section 3344, provides that it is unlawful, for the purpose of advertising or selling, to knowingly use anothers name, voice, signature, photograph, or likeness without that persons prior consent.
Tortious appropriation constitutes a violation of the right of an individual not to have his or her name or likeness appropriated by another for commercial gain. The Right Of Publicity gives the individual the right to control his name, face, image or voice for commercial purposes.
Right of Publicity: an overview It gives an individual the exclusive right to license the use of their identity for commercial promotion. In the United States, the right of publicity is largely protected by state common or statutory law. Only about half the states have distinctly recognized a right of publicity.
Caveats to California Law However, it is limited to natural persons who have a protected aspect of identity with commercial value. The law is not restricted to celebrities and does not require that the individual exploited their rights during their lifetime.
The right of publicity is a right to legal action, designed to protect the names and likenesses of celebrities against unauthorized exploitation for commercial purposes. Federal appeals court judge Jerome N. Frank coined the term in the case of Haelean Laboratories, Inc.
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There are important differences between publicity rights and privacy rights. For instance, an individuals publicity rights include their image, photo, name, voice, and likeness, while an individuals privacy rights typically extend to their name or likeness.
NIL refers to the rights of college athletes to control and profit from their name, image and likeness. In the past, these rights were restricted by the NCAA, but policy changes now allow athletes to monetize their personal brand and endorsements while participating in college sports.
States and courts differ on how a right of publicity is treated. The Terms of Service should reflect this. Section 230 of the Communications Decency Act provides protection from liability to website operators for allowing its users to post most information.

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