Kim Kardashian was awarded $2.7 million in a 2019 lawsuit that centered around an Instagram post from the fashion brand Missguided, for example. Celebrities have gone after brands for using their identities on social media in the past. Editing templates from TikTok's sister app CapCut have enabled the creation of over 1 million videos featuring Pascal alone, per video-creation counts shared on the CapCut app.īut the risks for brands utilizing these templates are real, legal experts said. It's easier than ever to add celebrity clips to videos. The average person may think they are actively endorsing a product and therefore permitted their image to be used, when that is not the case." "Some celebs find it funny and don't care, but many do care.
"This definitely poses a legal issue for brands, especially if they are benefiting commercially from using the celeb's name and likeness," Anita Sharma, founding managing partner at Sharma Law, told Insider.
Legal experts told Insider brand accounts should think twice before adding a famous actor's likeness to a video without their explicit permission. Brands like Kit Kat, Ryanair, and FlixBus have all posted videos featuring Pascal clips in recent weeks.īut while joining a meme is a popular growth tactic among brands looking to get attention on TikTok, the strategy has its limits. The app is awash with clips of actors like Finn Wolfhard snapping his fingers or Pedro Pascal eating a sandwich.Īs with any popular trend on TikTok, the brands want in. TikTok memes featuring celebrities are on the rise. Legal experts told Insider including a celebrity's likeness in a video can be risky for brands.Brands like Kit Kat, Ryanair, and FlixBus are jumping into these trends as they chase after views.TikTok memes of celebrities like Pedro Pascal and Finn Wolfhard have taken off on the app.Account icon An icon in the shape of a person's head and shoulders.
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