11/02/2026
Hollywood star, Matthew McConaughey, has caught the attention of the mainstream media by successfully registering a set of US trade mark registrations to protect his own gestures, sounds and movements. This is reported to be in an attempt to combat AI deepfakes that could hijack his signature mannerisms.
This is another example of a high-profile individual securing trade mark registrations to protect components of their identity, prompted by the challenges presented by developments in technology, social media and advertising.
McConaughey’s new US trade mark registrations include the following sound and motion marks:
- US Registration No. 7995951 for the sound of his own voice repeating the “ALRIGHT ALRIGHT ALRIGHT” catchphrase, which has become synonymous with him since his role in the 1993 film Dazed and Confused.
- Similarly, US Registration No. 7995852 for the sound of his own voice repeating another well recognised catchphrase form the same film, “JUST KEEP LIVIN’, RIGHT? I MEAN, WHAT ELSE ARE WE GONNA DO?”
- US Registration No. 7995851 for the motion mark pictured below:
- US Registration No. 7893248 for the motion mark pictured below:
According to reports, McConaughey applied for these unconventional trade marks to “…know that when my voice or likeness is ever used, it’s because I approved and signed off on it. We want to create a clear perimeter around ownership with consent and attribution the norm in an AI world”.
AI has made it dangerously easy to clone a person’s voice and mannerisms. ‘Deepfakes’ – AI- generated videos or audio clips that convincingly mimic a real person’s face, voice or movements – have become so convincing that it’s hard to tell what’s genuine anymore.
For celebrities, these pose a real commercial issue, as the Deepfakes can create fake adverts, fabricated interviews, disingenuous endorsements, and other promotional material they never agreed to. For celebrities, their image is their brand and a revenue generator. Deepfakes and unauthorised use of their identity don’t just have the ability to distort how they’re perceived, but, they also let others cash in on their reputation for nothing.
Traditionally, trade marks provide an enforceable legal right by which the owner can stop unauthorised use of their registered mark. Conventional trade mark registrations protect words, images, and logos which indicate brand origin. However, developments in technology and advertising and marketing mechanisms, combined with evolution of the law as to what can be filed, has led to an increase and acceptance of ‘non-conventional’ trade marks, including motion marks and sound marks.
Trade marks can last indefinitely if renewed and therefore, are a powerful tool when considering long-term control over how elements of McConaughey’s identity are used.
The list of goods and services designated by a trade mark application often provide a useful insight into the intended ‘use’ of the trade mark and what the owner seeks to enforce it for.
The registrations secured by McConaughey all cover goods and services in Classes 9 and 41, primarily relating to “Entertainment services, namely, personal appearances by an actor and celebrity” and “Downloadable audio-visual media content, namely, downloadable audio and video recordings in the field of entertainment featuring television series, comedies, and dramas”. The scope of protection is narrow; it protects McConaughey’s phrases and gestures only when used in entertainment-related contexts.
McConaughey’s intentions behind the registrations appear to be centred around control and deterrence. By securing these legal rights, he is signalling to those creating the AI-generated imitations that he has a tool to enforce against them and is attempting to future-proof himself against commercial AI misuse. The threat perhaps stronger than the execution. Lawyers around the world will be interested to see if any of these marks can be enforced against the misuse of concern.
McConaughey also has a legal weapon he can use for takedown procedures on social media platforms where the Deepfake videos are circulating. Many platforms require proof of registered IP to successfully take down infringing content, and with these trade marks, has certificates of registration ready to file as proof.
Despite the power of this legal asset ‘on paper’, how McConaughey will actually enforce these rights against potential AI misuse remains to be seen. The scope of his registered rights are narrow, and they only cover the exact motion clips he filed, including the specific background, clothing, and the precise way his voice delivers those phrases. Here in Europe, we have the concept that a registered trade mark’s scope is “what you see is what you get”.
Word of these registrations in the mainstream media may well have played into McConaughey’s hands here too. It’s now widely known that he has legal rights to take action against potential AI misuse. That alone, might be enough to make someone think twice before doing something that might breach these rights, or they may be inclined to roll over more quickly in the event of a dispute.
As these are US trade mark registrations, enforcement of the legal rights would need to be in line US law and practice, which has its own intricacies, compared to the UK.
Under the interpretation of UK trade mark law, if, in theory, McConaughey came across a Deepfake that mimicked the movements in his registered motion mark but showed him in different clothes and a different setting, the question would be whether the similarity of this AI copy is sufficient to be a “confusingly similar mark”? In the UK at least, examples of motion and sound marks being enforced in practice are very limited. It’s a topic that’s likely to come under increasing attention and scrutiny if these trends being set by the likes of McConaughey continue.
It will be interesting to see how trade mark law adapts and is utilised to accommodate the rise of AI. McConaughey appears to be one of the first (if not the first) celebrities to talk so openly about using trade marks to combat AI identity theft. Will McConaughey’s actions set a standard for other celebrities to follow internationally? It will be interesting to see how this pans out.
This article is for general information only. Its content is not a statement of the law on any subject and does not constitute advice. Please contact Reddie & Grose LLP for advice before taking any action in reliance on it.
