In this episode, we explore the complex interplay between intellectual property law and the right of publicity, as examined in The Cambridge Handbook of International and Comparative Trademark Law. The right of publicity allows individuals to control the commercial use of their identity, including names, likenesses, and distinctive attributes. We discuss how this right intersects with trademark and copyright law, particularly when protecting personal brand and celebrity endorsements. The episode compares approaches in jurisdictions like the United States, where the right of publicity is more pronounced, with those in the European Union, where privacy and data protection laws also influence publicity rights. Through prominent cases and legislative examples, we examine the boundaries of protecting personal identity in the context of advertising, entertainment, and commercial products.