11/07/2020
[Personality Rights Series] Often, many talk about invasion of privacy but do not know much of personality rights. Personality rights are generally very state-specific and not controlled by federal statue. In WA, Revised Code of Washington defines a personality right as below [Chapter 63.60.010]:
"Every individual or personality has a property right in the use of his or her name, voice, signature, photograph, or likeness."
To many, personality rights could sound a lot like privacy or trademark rights. Indeed, there are certain similarities among the three legal concepts: An individual, for instance, might want to protect his or her privacy from others' use of her name or photo in a publication and seek use restrictions like s/he would do the same for infringement of personality rights. Also, personality right is a right to one's identity. A trademark right similarly intends to protect what identifies a product, a service, or a source.
Despite similarities, though, the three types of rights usually fall under different legal analyses. Personality rights can exist without a registration, for instance, while a trademark typically requires one. An individual's personality rights are often more provable and valuable when s/he is better known to others while her/his reasonable expectation of privacy is often easier to show when s/he is not a public figure. For another example, his or her monetary remedy for violation of personality rights may be primarily derived from the unjust profit that defendants received from infringement while, in invasion of privacy, her/his own harm or suffering is generally the main basis for seeking relief. The list of differences goes on (like her/his personality rights can be relatively easily assigned to or inherited to her/his children while the children would not generally claim rights to their mother's or father's privacy, etc).
That said, personality rights are quite expansive in WA. A third party's use of one's identity does not need to be always for profit. Therefore, her/his possible remedy for infringement, without limitations to the profit made by the defendant, includes an injunction, actual damage experienced by the infringed, or even a statutory damage.
Yet, a list of exemptions do exist for a third party's use of his or her name, voice, signature, photograph, or its like. Thus, its related statute has to be carefully read prior to pursuing a formal action in court.
Many additional details can be found in Revised Code of Washington from the state government's site:
https://app.leg.wa.gov/RCW/default.aspx?cite=63.60.010
Note: Any information shown on this post is for general information only. The information presented should neither be interpreted to constitute formal legal advice nor to form a lawyer/client relationship.