NRL Star Nathan Cleary Eyes Legal Action Over Unauthorized AI Advertisement
NRL player Nathan Cleary is considering legal steps after an AI-generated advertisement using his likeness appeared without permission during the recent State of Origin game. The ad circulated as pamphlets placed on cars at the Homebush P1 car park near Accor Stadium in Sydney.
The pamphlets featured an AI-rendered image of Cleary in his Blues jersey, with his arms around a woman who is not his real-life partner, Matildas star Mary Fowler. The flyer promoted NRL-themed car bonnets branded with the Blues' logo and included phrases like “I knew you had the rizz!” and “Way to go Blues!”.
Unauthorized Use Raises Legal and Ethical Concerns
Cleary’s lawyer, Daniel McGirr, confirmed that the use of his client’s image was unauthorized and without compensation. He is exploring legal avenues to respond, highlighting both civil and criminal concerns due to the deceptive nature of the promotion.
“It’s a disgrace what they’re doing with these guys’ brands,” McGirr said. He also emphasized the potential risks for consumers who might trust the advertisement because of Cleary’s image, possibly exposing them to scams or malicious content.
McGirr pointed out the uncertainty around the legitimacy of the brands behind the pamphlet, warning that consumers could be misled into harmful online destinations. He described misuse of AI-generated likenesses in this context as a criminal matter that will worsen unless addressed.
Wider Issue Affecting Australian Athletes
This incident is not isolated. Similar unauthorized use of athlete images has occurred before. In 2022, Olympic swimmer Emily Seebohm threatened legal action after her image was used in a billboard campaign unrelated to her consent. Other NRL players like Latrell Mitchell, Cody Walker, and Jonathan Thurston have also been featured in unauthorized promotional materials.
McGirr stressed the need for stronger protection measures from sports organizations, especially the NRL’s merchandising division, to safeguard players from these exploitations.
Legal Implications and Next Steps
- Unauthorized use of celebrity images can lead to civil lawsuits based on intellectual property, personality rights, and defamation.
- Deceptive advertising that exploits trust in public figures may attract criminal penalties related to fraud.
- Legal representatives must investigate the source of such ads and pursue appropriate civil and criminal remedies.
- Sports bodies should implement stricter controls and monitoring to prevent misuse of players’ likenesses.
For legal professionals handling cases involving AI-generated content and unauthorized image use, this situation underscores the importance of staying informed on emerging technologies and their impact on intellectual property law.
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