If a celebrity's image is used without consent for commercial purposes, which tort applies?

When a celebrity's image is used without their consent for commercial purposes, the tort that applies is the misappropriation of name or likeness. This tort specifically addresses situations where an individual's identity—most commonly their name or image—is used by another party for economic gain without permission.

The essence of this tort is to protect an individual’s right to control and profit from their own identity. Celebrities often have built their brands and public personas through significant effort and investment, and unauthorized use of their images can lead to financial harm and a loss of control over personal and professional branding.

In contrast, the other options represent different legal concepts. Misappropriation of trade secrets pertains to confidential business information. Conversion involves the unauthorized taking of someone else's property. Trade disparagement relates to false statements that harm a person's or a company's reputation in a commercial context. As a result, these options do not apply to the situation involving a celebrity's image being used without permission for commercial purposes.