Dissemination of the image of well-known persons for commercial purposes using the example of advertisements for insurance products

The aim of the article is to present the practice of using the image for commercial purposes, with particular emphasis on using the image in advertisements and promotional campaigns for insurance products, discussing the most important regulations governing this issue and also formulating de lege ferenda postulates concerning the use of the image for commercial purposes. The research methodology within the article included an analysis of the regulations on the use of the image of well-known persons in Polish legal acts, court rulings, with particular emphasis on the protection of the image and its use in advertising, and a review of available information on the cooperation of insurance market entities with well-known persons with regard to the use of their image for commercial purposes.