What likeness rights are
Likeness rights are, broadly, a person’s right to control how their recognisable image, name and appearance are used commercially. The exact scope and legal basis vary considerably by jurisdiction and contract — they may sit under privacy, publicity, contract or data-protection law — but the common thread is that an identifiable individual usually has some say over whether their persona is used to promote a product or service.
In film and TV that individual is most often a member of the cast, and likeness rights are the reason talent typically approve how they appear in marketing stills. This is distinct from copyright, which concerns who owns the photograph itself; a production can own a still and still need the depicted person’s clearance to publish it.
In practice, likeness control over stills is exercised through kill rights and talent approval clauses. For the wider picture — including third parties, locations and brands in frame — read our guide to image rights and likeness clearance. This is general background, not legal advice.