Ark Life Assurance has settled a case taken by Olympic Gold medallist Mary Peters. Doctor Peters is seeking damages from the Ark Life Assurance for using her picture and name without her consent. Another Olympic gold medallist, Linford Christie gave evidence on her behalf today but just before the court adjourned, the court was told that the case was settled on terms amicably agreed between both sides.
Since winning gold in the pentathlon in 1972, Mary Peters had channelled most of her energies into charity work and was about to embark on using her profile for commercial purposes but her lawyers argued that Ark Life ad campaign would have greatly reduce the impact she would have had on endorsing other products. They said that Ark Life was taking advantage of her personality, goodwill and reputation.
Ark Life was arguing that legally she did not have a reputation in this jurisdiction. Linford Christie gave evidence of what an Olympic gold medal has done to him - world wide fame. He said that once you do down in history your reputation can go on for as long as you want it to.
Mary Peters herself said that she supposed £20,000 - £25,000 would have been an amount she would have been happy with to let her name be used with the Ark Life product.
During cross examination, a legal argument began and the case was temporarily adjourned. When the parties came back, the case had been settled by amicable agreement. Mary Peters said afterwards that she was relieved it was over and that her name had been vindicated. The settlement is understood to be a five figure sum.
