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 the Talent’s own unmodified photographs. 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.

2. Eligibility and Identity Verification

2.1 Users must be at least 18 years old and legally capable of entering into binding agreements. 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. 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 and applies mandatory third-party identity verification before listing, the assessment has concluded that the Platform is not likely to be accessed by children as defined under the relevant legislation. The assessment is reviewed periodically and updated where the user base, functionality or regulatory framework changes. 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

6.1 Users may not scrape, download, extract, compile or otherwise collect likeness data from the Platform for the purpose of: building datasets; training or fine-tuning AI models; developing competing services; redistributing likeness libraries; or identifying any natural person, including by facial recognition, matching or enrolment in any recognition system.

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. Users are reminded that creating non-consensual intimate deepfake images is a criminal offence under the Data (Use and Access) Act 2025.

7.2 Likeness Ltd maintains a notice-and-takedown mechanism for illegal content. Where we receive a report of content that may constitute a priority offence under the Online Safety Act 2023, we will acknowledge it within 48 hours, assess it promptly and take action where appropriate. Users may report suspected illegal content or misuse through the mechanism described in Section 8.

7.3 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, evaluating likelihood, severity and mitigations. It is reviewed at least annually, or more frequently on material change to the Platform’s functionality, user base or the regulatory framework. A summary is available on request from support@likeness-app.com.

8. Reporting Misuse

8.1Likeness Ltd maintains a support system allowing Talent and users 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.

8.2 Because 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.

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 Licensees are responsible for all applicable taxes 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. Accordingly 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 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.

12.3 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; or (d) 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; or (d) any claim that generated content is defamatory, obscene or infringes the rights of any third party.

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 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.

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 (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 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.

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.

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.