Jeremy Clarkson, renowned television presenter and farmer, has taken a groundbreaking step to protect his identity from digital exploitation. Best known for his roles on Top Gear and The Grand Tour, the 65-year-old star has revealed plans to trademark his face, a move designed to prevent scammers from using deepfake technology to impersonate him.
Clarkson has previously exposed instances where his likeness was misused to promote products without his consent. Speaking with The Sun, he emphasized that this decision isn’t about vanity but stems from genuine concerns over the rise of artificial intelligence enabling fraudulent activities.
He explained, “It’s an AI thing… there’s so much activity around bitcoin and mortgage loans where my face, name, image, and voice are used to promote things I haven’t endorsed. I’m protecting people from ‘me’—but it’s not really me. It’s absurd.”
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Clarkson joins a growing list of public figures, including F1 champion Max Verstappen, who have sought legal protection for their images under European trademark legislation.
Aside from this protective measure, Clarkson has been open about his personal health journey, recently undertaking a weight loss programme through lifestyle changes and the use of medications such as Mounjaro, having transitioned from Ozempic. He even humorously commented on unexpected side effects, tweeting about the challenges of airport security screenings while on the medication.
Meanwhile, Clarkson continues to oversee his agricultural ventures, including the successful Diddly Squat Farm and his Cotswolds-based pub, The Farmer’s Dog. Notably, The Farmer’s Dog enforces a strict policy requiring all ingredients to be sourced within a 16-mile radius—resulting in a recent ban on bringing in an outside birthday cake.
The pub’s website candidly addresses the challenge of sourcing local ingredients, giving the example of tonic water containing quinine—a substance not grown in Britain—and the humorous alternative the establishment offers instead.
Jeremy Clarkson’s proactive steps highlight his commitment to authenticity and integrity, both in safeguarding his public image and maintaining local traditions at his farm and pub.