Comparative study of Commercial exploitation of athletes' reputation In the legal systems of the United States, uk and Iran

Athletes are among the community reference groups that, according to their followers, their behavior patterns have an impact on the behavior of other members of the community. The same scope of influence encourages business firm to use them in their commercial ads. Certainly, this will not be a problem if the athlete is satisfied with the prior consent, but the main issue is where the business firm uses the athlete's identity tags in its advert without prior consent. In the UK legal system, with concern for the possibility of violating the freedom of expression and, of course, with the inestimation of the contribution of athletes to gaining reputation, A special institution to support athletes not identified . But in the US legal system, supporting the athlete has a greater precedent in judicial proceedings. In this legal system, by relying on the institution of Unjust enrichment, efforts are made to uphold the rights of the athlete. In iranit seems that with using the Code of Civil Liability and the Code on the dissemination and free access to information, as well as institution of unjust enrichment, The athlete's rights can be protected.