“ Personality rights refer to the right of an individual to control the commercialisation of their identity , and from their perspective , this would include digital avatars . This becomes more complicated because the personality rights of a celebrity are limited if that individual is under a contract with an entertainment company to fulfil a project . Further , a grey area arises if the contract is terminated early or ends at the intended date . When this happens , the question at hand would be who has ownership over the digital avatar .”
Ensuring the safety of the metaverse If the metaverse is considered to be a network of virtual worlds , safety and ethical aspects will be important to establish the sense of community that is central to its mass adoption . Whether for consumer or employee / workplace use cases , brands will need to address these concerns and have a way to regulate them before they create and deploy their virtual spaces , while also balancing privacy , security and data issues .
Based on a social media scan of over 180,000 conversations , research by Capgemini found that concerns around sexual harassment , personal safety , and privacy issues are top of consumers ’ minds .
“ Regarding data privacy , the collection and use of consumer data are more important now than ever ,” White adds .
“ Data misuse or non-compliance pose big risks to businesses ; they can significantly damage a brand ’ s reputation and even the ability for a business to operate if licences are revoked . With creations like NFTs , noncompliance can feel inevitable because data stored in blockchain technology is not erasable . But it ’ s vital that businesses understand where they have responsibilities and comply with the law .”
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