What is the right of publicity?

The right of publicity, and the related right of privacy, protects an individual person's name, likeness, voice, or other indicia of identity from being used by someone else without permission, usually for a commercial purpose (though sometimes for any purpose or advantage). 

Most states and many countries protect an individual’s right to control how their name, image, or identity is used, and to profit from this use, including famous persons and celebrities, and in some cases, people who are no longer alive.  

Simply put, a person has the right to control how their name, image or identity is used, and they can sue someone who uses their name or image against their wishes.