Publicity right Study of the American law and an attempt to recognize it in imamia jurisprudence and regulate it in Iranian law

Using celebritie's name and other characteristics in commercialization of goods and services is a feature of modern marketing. The exploitation of celebritie's name, image and likeness is protected as publicity right in the American legal system which is governed by special rules. In Iran, the executive order on the use of artists, actors and athlete's image 2014 has, for the first time, protected the publicity right, but it only deals with its generalities and is not enough to meet the society’s needs. This descriptive-analytic paper proves that publicity has economic value and is considered as property. There authors believe recognition of this right is necessary given the economic and commercial progress and development of today’s society and is not in contradiction with foundations of imamia jurisprudence and Iranian law. Yet, the balance between individual and public interests in the form of preventing the excessive spread of publicity right is an important issue which must be considered in determining subjects, persons protected and the limits of this right.