Terms of Service

Document Set and Order of Precedence

Five documents govern use of the Platform. Where they conflict on a given matter, the higher-ranked document prevails.

1. Platform Overview

1.1Likeness Ltd operates a digital marketplace that enables individuals (“Talent”) to license their likeness, on a campaign-by-campaign basis and within the limits each Talent sets in their contract settings, to third parties (“Licensees”) for use in AI-assisted advertising content. Licences are concluded instantly on the Talent’s standing authority, given in the Talent Agreement, when a Licensee adds the Talent to a campaign that falls within the Talent’s settings and completes checkout. The Talent is told by email every time.

1.2Likeness Ltd provides licensing infrastructure only. We do not generate AI imagery, operate AI generation tools, or create models, embeddings or any other derived representation from anyone’s photographs. What we deliver to a Licensee under a campaign licence is a Character Sheet: a file, or set of files, containing only the Talent’s own unmodified photographs, the Talent’s listing reference and full name, and a footer stating the parameters of the licence under which it is delivered, as defined in the Licence Agreement and the Talent Agreement. Licensees may use it only for reference-conditioned generation, supplying it as an input to each generation; training or fine-tuning any model on it is prohibited under the Licence Agreement.

1.3Listed Talent appear on the Platform’s browse pages. Anyone can view a limited public preview of each listing without an account, as described in the Talent Agreement and the Privacy Policy. Only a registered Licensee can license a Talent or receive a Character Sheet.

2. Eligibility and Identity Verification

2.1 Account holders must be at least 18 years old and legally capable of entering into binding agreements. The Platform is not intended for children. The Platform is currently intended for Talent resident in the United Kingdom.

2.2 Talent must complete identity verification before being listed on the marketplace. Verification is carried out by Stripe through Stripe Identity: Talent are redirected to Stripe, capture the required images themselves, and Stripe performs the checks. Likeness Ltd never receives the verification images and receives only the outcome. Verification is mandatory to list; an unverified user may hold an account but will not appear on the marketplace, and there is no route onto the marketplace that bypasses verification. Once verified, Talent are listed automatically and licensing can begin; Talent may switch their listing off at any time. We may require re-verification where we reasonably suspect fraud or impersonation, and may suspend or terminate accounts where age or identity requirements cannot be confirmed.

2.3 Children’s access assessment. We have carried out, and keep a written record of, a children’s access assessment under the Online Safety Act 2023. Anyone can view the browse pages without an account, and we do not check the age of visitors to them, so we do not claim that children cannot reach them. Our assessment concluded that the Platform is not likely to be accessed by children within the meaning of that Act: nothing on it is aimed at or likely to attract children, we advertise it only to adults, no one under 18 may hold an account, and no one is listed until Stripe has verified their identity. We review it at least once a year and before any significant change to the design or operation of the Platform. A summary is available on request from support@likeness-app.com.

3. User Accounts

3.1 Users are responsible for maintaining the security of their accounts, ensuring all information provided is accurate and up to date, and all activity conducted through their account.

3.2 Creating an account requires acceptance of these Terms and, for Talent, the Talent Agreement, or, for Licensees, the Licence Agreement. Acceptance of those agreements is recorded (version, date, time, email address and IP address), as are the notices we send of later amendments. It is not a consent to data processing; the lawful basis for the processing that follows is the performance of the agreement you accepted, as explained in the Privacy Policy. Any consent to receive marketing messages is requested separately, is never pre-ticked, and is not a condition of holding an account.

4. Marketplace Role

4.1Likeness Ltd acts as a marketplace facilitating licensing between Talent and Licensees and, on each Talent’s standing authority, as the Talent’s disclosed agent for concluding and administering campaign licences within the Talent’s contract settings, as described in the Talent Agreement and the Licence Agreement. Matching a campaign to a Talent’s settings at checkout and concluding the licence is automated; every licence is recorded in the Talent’s account and notified by email.

4.2 Likeness Ltd does not: generate AI imagery; control third-party AI tools; or approve or monitor all generated content. Licensees remain fully responsible for the creation and use of generated content.

4.3 What we verify and what we do not. Each Talent’s identity is verified through Stripe before listing, and each Talent confirms their date of birth and warrants that they are 18 or over. We do not carry out criminal record checks and we do not collect or hold criminal offence data. Each Talent instead gives a contractual warranty in the Talent Agreement that they have no unspent conviction for (i) an offence of violence against the person; (ii) a sexual offence; (iii) an offence of dishonesty, including fraud; (iv) an offence that was racially or religiously aggravated or otherwise motivated by hostility towards a protected characteristic; or (v) a terrorism offence, undertakes to tell us if that changes, and agrees to a conduct standard while listed. Those warranties are self-declared and unverified; what the Platform provides to Licensees is the warranty, the updating undertaking, and the termination and take-down rights in the Licence Agreement if the warranty fails or a Conduct Event occurs.

5. Prohibited Platform Activities and Acceptable Use

5.1 Users may not: use the Platform for unlawful purposes; impersonate others; interfere with Platform operations; or upload false or misleading information.

5.2Without limiting the above, Licensees must at all times comply with the styling limits, content standards, generation limits and disclosure obligations in Sections 4.6 and 5 to 8 of the Licence Agreement. Any breach of the Licence Agreement’s prohibited uses is also a breach of these Terms.

5.3 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

6.1No one, whether or not they hold an account, may: (a) use any robot, scraper, crawler or other automated means to access, copy or collect the browse pages, profiles, photographs or previews in bulk or systematically, or to build a collection of them. This does not stop a person using a browser, browser extension or AI assistant that fetches individual pages at that person’s request, for that person to view, at a pace no faster than a person browsing; (b) copy, download, save, screenshot, publish or redistribute any photograph or preview, other than the temporary copies a web browser or such an assistant makes to display a page or answer that person, or remove or obscure any watermark; (c) use anything shown on the Platform to impersonate, contact, harass, locate or identify any person, including by facial recognition, matching or enrolment in any recognition system; or (d) use anything shown on the Platform to build a dataset, train, fine-tune or evaluate any AI model, or develop a competing service. Search engines may index pages only as our robots.txt file and page instructions allow. Sharing a link to a page of the Platform is always allowed.

6.2The browse pages exist so that prospective Licensees can assess Talent for campaigns. Viewing them gives no licence to copy, publish or otherwise use any photograph or preview; the only way to obtain rights in a Talent’s likeness through the Platform is a campaign licence under the Licence Agreement.

6.3The photographs and previews are protected by copyright belonging to the Talent or the person who took them, and the listings are our database. Extracting or re-using all or a substantial part of the listings, or repeatedly and systematically extracting small parts, is prohibited. Where the Talent has authorised us, we may act in our own name, and ask for copies to be removed on the Talent’s behalf, against anyone who copies or uses them without permission.

7. Online Safety Act Compliance

7.1 Likeness Ltd acknowledges its duties under the Online Safety Act 2023 with respect to content hosted or facilitated through the Platform. 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. Creating or requesting an intimate image of an adult without their consent, including a deepfake, and sharing one, are criminal offences under the Sexual Offences Act 2003.

7.2 How we protect people from illegal content. The only content users put on the Platform is a Talent’s photographs and profile details. We do not use automated scanning, matching or any other proactive technology to detect illegal content. When we become aware of content on the Platform that we have reasonable grounds to believe is illegal, whether from a report or in any other way: (a) terrorism content and child sexual exploitation and abuse content is removed at once, the account is suspended and we report it to the police, and we remove the account of anyone we have reasonable grounds to believe is, or acts for, a proscribed organisation; (b) other priority illegal content, such as intimate images shared without consent, threats, harassment, fraud and content stirring up hatred, is hidden from view at once and removed once we have confirmed it; and (c) any other illegal content is removed swiftly once we have confirmed it.

7.3 Intimate images.If you are the person shown in an intimate image on the Platform, or you act for them, you can report it through the ‘Report’ link or at support@likeness-app.com. Tell us where the image is, that you are the person shown (or act for them), that the report is true and made in good faith, and how to contact you. We will take the image down, together with any copy on the Platform that we identify as the same or substantially the same, as soon as reasonably practicable and in any event within 48 hours of receiving your report, unless we consider that the content is not an intimate image or that you are not the person shown or acting for them, in which case we will tell you why. If you are unhappy with how we handled your intimate image report, reply to our message; we deal with these complaints ahead of all others.

7.4 Reporting.Anyone, whether or not they hold an account, can report content they believe is illegal, or misuse of a listing or preview (including a listing that uses their photographs without their agreement), using the ‘Report’ link on every listing or by emailing support@likeness-app.com. We acknowledge every report within 48 hours and tell you the outcome. If you tell us that you are the person shown and did not create the listing, we hide it while we look into it.

7.5 Complaints. Anyone, whether or not they hold an account, including a person shown in content on the Platform, can complain to support@likeness-app.com if they think that content on the Platform is illegal; that we are not meeting our duties under the Online Safety Act 2023 about illegal content, reporting, or freedom of expression and privacy; or that we were wrong to remove their content, or to warn, suspend or ban them, because we considered content illegal. A person reviews every complaint and replies within 14 days. If we got it wrong, we restore the content or the account.

7.6 Illegal content risk assessment. We have carried out, and keep a written record of, an illegal content risk assessment under the Online Safety Act 2023. It covers each kind of priority illegal content and the risks particular to a public directory of real people’s photographs, including intimate image abuse, fraud and impersonation, and harassment. We review it at least once a year and before any significant change to the design or operation of the Platform. A summary is available on request from support@likeness-app.com.

8. Reporting Misuse

8.1Likeness Ltd maintains a support system allowing anyone, including visitors without an account, to report suspected misuse. Where appropriate we may investigate reported misuse, revoke licences on the Talent’s behalf, require deletion of Character Sheets and generated content, and suspend or terminate accounts.

8.2Because Likeness Ltd does not control third-party AI generation systems, removal of generated content that has already been published may need to be requested from the relevant publisher or user; we will use reasonable efforts to assist the Talent in doing so and, at the Talent’s request, send removal requests on their behalf.

9. Payments

9.1 Payments are processed through third-party payment processors selected by Likeness Ltd. Revenue from licence transactions is shared between Likeness Ltd and Talent in accordance with the Talent Agreement. Talent may request a payout at any time; payouts are processed within 14 days of the request in accordance with the Talent Agreement.

9.2 Licence fees are exclusive of VAT; where VAT is chargeable it is added at checkout and shown before you pay, as set out in Section 3.6 of the Licence Agreement. Licensees are otherwise responsible for any taxes they must account for on their purchase of licences. Talent are responsible for reporting and paying taxes on income earned through the Platform. All transactions are processed in GBP unless otherwise stated. If a payment fails or is reversed, Likeness Ltd may suspend the relevant Licensee account until resolved.

9.3 Business purchases. The Platform is offered to businesses acting in the course of their trade, business, craft or profession, and licences are sold on that basis. Every Licensee is approved by us before it may purchase, including checks against the UK Sanctions List. We approve only businesses, and you confirm that you buy for the purposes of your business, so you are not a consumer in relation to any purchase made through the Platform, and the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, including the 14-day right to cancel, do not apply. If delivery fails, the remedy in the Licence Agreement applies.

10. Intellectual Property

10.1 The Platform and its technology are owned by Likeness Ltd. Talent retain ownership of their likeness and photographs as set out in the Talent Agreement. Ownership of generated content is addressed in the Licence Agreement.

11. Consumer Rights and Disclaimer of Warranties

11.1 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 it is not, you may be entitled to a repair, replacement or refund.

11.2Subject to the 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, express, implied or statutory. Likeness Ltd does not warrant that the Platform will be uninterrupted, error-free or secure, or that defects will be corrected.

12. Limitation of Liability

12.1 Likeness Ltd provides marketplace infrastructure only and is not responsible for: AI-generated content created by Licensees; outputs produced by external AI tools; or misuse of licensed likenesses by third parties, in each case without prejudice to our obligations under the Talent Agreement and the Licence Agreement.

12.2To the maximum extent permitted by applicable law, Likeness Ltd’s total aggregate liability to any account holder 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 account holder through the Platform in the twelve (12) months immediately preceding the event giving rise to the claim or, if greater, £500. Where the Talent Agreement or the Licence Agreement limits the same liability, that limit applies instead of this one; the limits are not added together.

12.3 As between Likeness Ltd and an account holder, neither party shall be liable to the other for any indirect, incidental, special, consequential or punitive damages, including loss of revenue, profits, business, data or reputational damage, however caused and regardless of the theory of liability.

12.4 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; (d) any liability that the Talent Agreement or the Licence Agreement says is not limited or excluded; or (e) any other liability that cannot be excluded or limited under applicable law.

13. Indemnification

13.1 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 or its delivery chain 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; (d) any claim that generated content is defamatory, obscene or infringes the rights of any third party; or (e) any breach of the Licence Agreement’s data protection terms.

13.2 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; (b) any claim that the uploaded photographs infringe the intellectual property or other rights of any third party; or (c) any warranty in the Talent Agreement that was untrue when given, subject to the cap in the Talent Agreement.

13.3The indemnifying party shall: (i) promptly notify the indemnified party of any claim; (ii) provide reasonable cooperation in the defence; and (iii) not settle any claim without the indemnified party’s prior written consent.

14. Licensee Data Protection Obligations

14.1 From delivery of a Character Sheet, the Licensee is an independent controller of the personal data it contains. Licensees agree that they shall:

• (a) process the Character Sheet solely for the campaign specified in the applicable licence and for no other purpose;
• (b) generate content only by reference-conditioned generation, and never train, fine-tune or adapt any model on the Character Sheet or any generated content, or create or retain any adapter, embedding, template or other persistent representation derived from it;
• (c) never process the Character Sheet or any generated content for the purpose of identifying any natural person, including by facial recognition, verification, matching or enrolment in any recognition system;
• (d) implement appropriate technical and organisational security measures to protect the data against unauthorised access, loss, destruction or damage;
• (e) comply with all applicable data protection laws, including the UK GDPR, in relation to any personal data received through the Platform;
• (f) not transfer the data to any third party outside the delivery chain permitted by the Licence Agreement, other than the Licensee’s own processors for generation tools, hosting and storage as the Licence Agreement allows, without the prior written consent of Likeness Ltd; and
• (g) upon licence expiry, revocation or termination, securely delete the Character Sheet, including any copy held within a generation tool or workspace, within 14 days and confirm deletion in writing.

14.2 Likeness Ltd may require Licensees processing Character Sheets at scale to enter into a separate data sharing agreement.

14.3 We currently approve only Licensees located in the United Kingdom or in a country covered by UK adequacy regulations, as Licence Agreement Section 9.4 describes.

15. Termination

15.1 By users. Users may request closure of their account at any time through the deletion request in their account settings or by contacting support@likeness-app.com. Closure takes effect immediately, and account data is deleted within the periods stated in the Privacy Policy. Talent may additionally switch their listing off at any time, or withdraw with immediate effect, under the Talent Agreement.

15.2 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 where dealing with the user would breach sanctions law; or (b) upon 30 days’ written notice, for any other reason.

15.3 Effects of termination. Upon termination: (a) campaign licences that have reached delivery continue to the end of their stated term, unless revoked for cause or terminated following a Conduct Event under the Licence Agreement; (b) no further campaign licences are concluded; (c) Talent photographs and Character Sheets are removed from the Platform within 30 days, or within 30 days after the last delivered licence under (a) ends; (d) outstanding payments owed to Talent are processed in accordance with the Talent Agreement; and (e) Sections 6, 10, 11, 12, 13, 14, 17 and 18 survive termination.

16. Force Majeure

16.1 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 its reasonable control, including 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 promptly and use reasonable efforts to mitigate. If the event persists for more than 60 days, either party may terminate these Terms on written notice without liability.

17. Governing Law

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

18. Dispute Resolution

18.1 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, failing which the courts of England and Wales shall have exclusive jurisdiction, except that a consumer habitually resident in the UK or EEA retains the right to bring proceedings in the courts of their place of residence to the extent required by applicable mandatory law. This does not prevent either party from applying to a court for urgent injunctive or other interim relief.

19. Severability

19.1 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

20.1Likeness Ltd may modify these Terms from time to time. We will provide at least 30 days’ advance notice of material changes by email and 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 after the effective date constitutes acceptance. Updating our company details shown at the head of these Terms, including adding or changing a VAT registration number, is not a modification of these Terms.

20.2 Where changes are required to comply with new or amended legislation, regulation, or a binding order of a court or regulator, we may implement them on shorter notice or with immediate effect where legally mandated, and will notify users as soon as reasonably practicable with the reason for the expedited change.

21. Compliance with Applicable Laws

21.1 All users shall comply with all applicable laws and regulations in connection with their use of the Platform, including 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.