NRL star Nathan Cleary is taking legal action following the distribution of AI-generated flyers featuring his likeness after the State of Origin decider. The controversial images were found on windscreens in the P1 carpark at Sydney Olympic Park, where fans returned after his team, the NSW Blues, lost to Queensland at Accor Stadium.
The flyers depicted Cleary in a NSW jersey alongside a woman, both created using AI technology. They featured the message, “Way to go Blues! I knew you had rizz! I’m taking this one home!”, along with a small print indicating that the flyers were printed a week prior, clearly missing a connection to the team’s loss.
Cleary’s lawyers, led by Daniel McGirr, are pursuing both civil and criminal charges, citing concerns over the misappropriation of Cleary’s image and brand. They argue that the flyers could be part of a deceptive scheme, potentially exploiting the trust fans place in popular athletes. McGirr expressed outrage at this trend, suggesting that it could lead to scams where unsuspecting fans might engage with untrustworthy online entities under the false impression that Cleary endorses them.
He emphasised this situation as part of a larger issue affecting athletes and celebrities, noting that the problem is exacerbated by advances in AI technology allowing for easier manipulation of identities. There is a call for better protections for athletes to prevent their names and images from being misused in marketing contexts without their consent.
McGirr stated that the legal team is exploring various avenues of recourse, stressing the urgent need for the NRL to take responsibility and implement measures to safeguard its players from such violations. Cleary is selective about the brands he collaborates with, making these incidents particularly damaging to his reputation.
This incident serves as a stark reminder of the challenges posed by modern technology in terms of identity and image rights, highlighting an escalating issue that sports organisations and celebrities must confront in today’s digital landscape.