Abstract
The article is dedicated to the scope of protection of the right of public figure to its own image in conjunction with the freedom of press. Since the approaches to the matter in hand differ not only between US and Europe, but also amongst the EU countries, there is systemic inconsistency regarding the right of publicity (publicity right) and the right to personality (personality right). Latvia needs to introduce appropriate legal term analogical to publicity right, which describes the right of an individual be protected against unauthorised use of person’s likeness (photo or video) with a commercial or an otherwise public purpose. Despite the fact that public figures have less protection from press, it is very important to establish proper balance between public interests and private interests, since an individual, even if he or she is a public figure, does not forfeit all the privacy or individual protection.
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