Terms of Service

1. Platform Overview

Likeness Ltd operates a digital marketplace that enables individuals (“Talent”) to license their facial likeness to third-party users (“Licensees”) for use in artificial intelligence-assisted image generation workflows.

Likeness Ltd provides licensing infrastructure only and does not generate AI imagery or operate AI generation tools.

2. Eligibility

Users must be at least 18 years old and legally capable of entering into binding agreements. Given the sensitivity of the biometric data processed on the Platform, Likeness Ltd implements age verification measures which may include, but are not limited to, identity document verification or third-party age assurance services. Likeness Ltd reserves the right to request additional verification at any time and to suspend or terminate accounts where age requirements cannot be confirmed.

Children’s access assessment. Likeness Ltd has conducted a children’s access assessment in accordance with the Online Safety Act 2023 and the Data (Use and Access) Act 2025. Given that the Platform requires users to be 18 or over, processes biometric data of a sensitive nature, and implements age verification measures, the assessment has concluded that the Platform is not likely to be accessed by children as defined under the relevant legislation. This assessment is reviewed periodically and updated where the Platform’s user base, functionality, or the regulatory framework changes. A summary of the assessment is available upon request by contacting compliance@likeness-app.com.

3. User Accounts

Users are responsible for:

• maintaining the security of their accounts
• ensuring all information provided is accurate
• all activity conducted through their account

4. Marketplace Role

Likeness Ltd acts solely as a marketplace facilitating licensing agreements between Talent and Licensees.

Likeness Ltd does not:

• generate AI imagery
• control third-party AI tools
• approve or monitor all generated content

Licensees remain fully responsible for the creation and use of generated content.

5. Prohibited Platform Activities and Acceptable Use

Users may not:

• use the Platform for unlawful purposes
• impersonate others
• interfere with Platform operations
• upload false or misleading information

Without limiting the above, Licensees must at all times comply with the prohibited uses and content standards set out in Sections 7-9 of the License Agreement. Any breach of the License Agreement’s prohibited uses shall also constitute a breach of these Terms.

Users must not use the Platform or any licensed likeness in a manner that discriminates against or stereotypes any individual or group on the basis of race, gender, disability, sexual orientation, religion, age, or any other characteristic protected under the Equality Act 2010.

6. Dataset Extraction and Scraping Prohibition

Users may not scrape, download, extract, compile, or otherwise collect likeness data from the Platform for the purpose of:

• building datasets
• training AI models
• developing competing services
• redistributing likeness libraries

7. Online Safety Act Compliance

Likeness Ltd acknowledges its duties under the Online Safety Act 2023 with respect to content hosted or facilitated through the Platform. In particular:

• The generation or distribution of non-consensual intimate imagery (including deepfake intimate imagery) using any likeness obtained through the Platform is strictly prohibited and constitutes grounds for immediate account termination. Users are reminded that creating non-consensual intimate deepfake images is a criminal offence under the Data (Use and Access) Act 2025.
• Likeness Ltd maintains a notice-and-takedown mechanism for illegal content. Where Likeness Ltd receives a report of content that may constitute a priority offence under the Online Safety Act 2023, it will assess and, where appropriate, take action within 48 hours of notification.
• Users may report suspected illegal content or misuse through the reporting mechanism described in Section 8.

Illegal content risk assessment.In compliance with Ofcom’s requirements under the Online Safety Act 2023, Likeness Ltd has conducted an illegal content risk assessment identifying the types of illegal content most likely to arise in connection with the Platform, including non-consensual intimate imagery, fraud, and intellectual property infringement. The risk assessment evaluates the likelihood of such content arising, the severity of potential harms, and the measures in place to mitigate those risks. The risk assessment is reviewed at least annually, or more frequently where there is a material change to the Platform’s functionality, user base, or the regulatory framework. A summary of the risk assessment is available upon request by contacting compliance@likeness-app.com.

8. Reporting Misuse

Likeness Ltd will maintain a support system allowing Talent and users to report suspected misuse. Where appropriate, Likeness Ltd may:

• investigate reported misuse
• revoke licences
• suspend or terminate accounts

Because Likeness Ltd does not control third-party AI generation systems, removal of generated content may only be requested from the relevant publisher or user.

9. Payments

Payments are processed through third-party payment processors selected by Likeness Ltd. The following payment terms apply:

• Revenue from licence transactions is shared between Likeness Ltd and Talent in accordance with the revenue share terms set out in the Talent Agreement.
• Talent may request a payout at any time through the Platform. Payments will be processed within 14 days of the request, in accordance with the payout schedule set out in the Talent Agreement.
• Licensees are responsible for all applicable taxes relating to their purchase of licences. Talent is responsible for reporting and paying any taxes on income earned through the Platform.
• All transactions are processed in GBP unless otherwise stated on the Platform.
• If a payment fails or is reversed, Likeness Ltd may suspend the relevant Licensee account until the outstanding amount is resolved.

Consumer Cancellation Rights. In accordance with the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, consumers purchasing digital content at a distance have a statutory right to cancel within 14 days of purchase. By proceeding with a licence purchase and consenting to the immediate supply of digital content, you expressly acknowledge that you will lose your right of cancellation once the likeness data has been accessed or used for AI generation. Where no likeness data has been accessed, you may exercise your right of cancellation within 14 days of purchase for a full refund.

10. Intellectual Property

The Platform and its technology are owned by Likeness Ltd.

11. Consumer Rights and Disclaimer of Warranties

Consumer statutory rights. Nothing in these Terms excludes or limits your statutory rights under the Consumer Rights Act 2015 or any other legislation that cannot be excluded or limited by agreement. Under the Consumer Rights Act 2015, digital content supplied through the Platform must be of satisfactory quality, fit for a particular purpose, and as described. If digital content does not meet these standards, you may be entitled to a repair, replacement, or refund.

General disclaimer.Subject to the consumer rights set out above, and to the maximum extent permitted by applicable law, the Platform is provided “AS IS” and “AS AVAILABLE” without additional warranties of any kind, whether express, implied, or statutory, including but not limited to implied warranties of merchantability, fitness for a particular purpose, and non-infringement.

Likeness Ltd does not warrant that the Platform will be uninterrupted, error-free, or secure, or that any defects will be corrected.

12. Limitation of Liability

Likeness Ltd provides marketplace infrastructure only. Likeness Ltd is not responsible for:

• AI-generated content created by Licensees
• outputs produced by external AI tools
• misuse of licensed likenesses by third parties

To the maximum extent permitted by applicable law, Likeness Ltd’s total aggregate liability to any user arising out of or in connection with these Terms or use of the Platform shall not exceed the total fees paid by or to that user through the Platform in the twelve (12) months immediately preceding the event giving rise to the claim.

Neither party shall be liable to the other for any indirect, incidental, special, consequential, or punitive damages, including but not limited to loss of revenue, loss of profits, loss of business, loss of data, or reputational damage, however caused and regardless of the theory of liability.

Nothing in these Terms excludes or limits liability for: (a) fraud or fraudulent misrepresentation; (b) death or personal injury caused by negligence; (c) breach of the implied terms under the Consumer Rights Act 2015 to the extent they cannot be excluded; or (d) any other liability that cannot be excluded or limited under applicable law.

13. Indemnification

Licensee indemnification. Each Licensee agrees to indemnify, defend, and hold harmless Likeness Ltd and its officers, directors, employees, and agents from and against any third-party claims, losses, damages, liabilities, and expenses (including reasonable legal fees) arising from or related to: (a) content generated by the Licensee using licensed likenesses; (b) any use of a likeness outside the scope of the applicable licence; (c) breach of the Prohibited Platform Activities or any applicable law; or (d) any claim that generated content is defamatory, obscene, or infringes the rights of any third party.

Talent indemnification. Each Talent agrees to indemnify, defend, and hold harmless Likeness Ltd from and against any third-party claims arising from or related to: (a) any representation that the Talent had the right to license their likeness where such right did not exist; or (b) any claim that the uploaded likeness data infringes the intellectual property or other rights of any third party.

The indemnifying party shall: (i) promptly notify the indemnified party of any claim; (ii) provide reasonable cooperation in the defence of any claim; and (iii) not settle any claim without the indemnified party’s prior written consent.

14. Licensee Data Protection Obligations

When accessing licensed likeness data through the Platform, Licensees acknowledge that such data may constitute biometric data under applicable data protection laws. Licensees agree to the following obligations:

• Licensees shall process likeness data solely for the purpose specified in the applicable licence and shall not use such data for any other purpose.
• Licensees shall implement appropriate technical and organisational security measures to protect likeness data against unauthorised access, loss, destruction, or damage.
• Licensees shall comply with all applicable data protection laws, including the UK GDPR, in relation to any personal data received through the Platform.
• Licensees shall not transfer likeness data to any third party without the prior written consent of Likeness Ltd.
• Upon licence expiry or revocation, Licensees shall securely delete all likeness data within 14 days and provide written confirmation of deletion upon request.

Likeness Ltd may require Licensees processing likeness data at scale to enter into a separate Data Processing Agreement or Data Sharing Agreement.

15. Termination

By users. Users may close their account at any time by contacting support@likeness-app.com. Account closure will take effect within 14 days of the request.

By Likeness Ltd.Likeness Ltd may suspend or terminate a user’s account: (a) immediately, for material breach of these Terms or conduct that poses a risk to the safety or rights of other users; or (b) upon 30 days’ written notice, for any other reason.

Effects of termination. Upon termination: (a) any active licences granted to a Licensee shall continue until their stated expiry, unless revoked for cause; (b) Talent likeness data will be removed from the Platform within 30 days, subject to Section 15(a); (c) any outstanding payments owed to Talent will be processed in accordance with the standard payment schedule; (d) the provisions of Sections 10 (Intellectual Property), 11 (Disclaimer), 12 (Limitation of Liability), 13 (Indemnification), 14 (Licensee Data Protection Obligations), 17 (Governing Law), and 18 (Dispute Resolution) shall survive termination.

16. Force Majeure

Neither party shall be liable for any failure or delay in performing its obligations under these Terms where such failure or delay results from circumstances beyond the reasonable control of that party, including but not limited to natural disasters, acts of government or regulatory authority, pandemic, epidemic, war, terrorism, civil unrest, infrastructure failures, cyberattacks, or interruptions to utilities or telecommunications.

The affected party shall notify the other party promptly of the force majeure event and use reasonable efforts to mitigate its effects. If the force majeure event persists for more than 60 days, either party may terminate these Terms upon written notice without liability.

17. Governing Law

These Terms are governed by and construed in accordance with the laws of England and Wales.

18. Dispute Resolution

In the event of any dispute arising out of or in connection with these Terms, the parties shall first attempt to resolve the matter through good-faith negotiation for a period of 30 days.

If the dispute is not resolved within that period, the courts of England and Wales shall have exclusive jurisdiction to hear and determine any such dispute.

19. Severability

If any provision of these Terms is found unenforceable or unlawful, that provision shall be severed and the remainder shall remain in full force and effect.

20. Changes to Terms

Likeness Ltd may modify these Terms from time to time. We will provide at least 30 days’ advance notice of any material changes by email to your registered email address or by prominent notice on the Platform.

If you do not agree to the revised Terms, you may terminate your account before the changes take effect. Continued use of the Platform after the effective date of the revised Terms constitutes acceptance of those Terms.

Expedited changes for legal or regulatory compliance. Where changes are required to comply with new or amended legislation, regulation, or a binding order from a court or regulatory authority, Likeness Ltd may implement such changes on shorter notice or with immediate effect where legally mandated. In such cases, Likeness Ltd will notify users as soon as reasonably practicable and explain the reason for the expedited change.

21. Compliance with Applicable Laws

All users shall comply with all applicable laws and regulations in connection with their use of the Platform, including without limitation the UK GDPR, the Consumer Rights Act 2015, the Online Safety Act 2023, the Data (Use and Access) Act 2025, the Equality Act 2010, the Digital Markets, Competition and Consumers Act 2024, and any AI-specific laws and regulations as enacted from time to time.