In market economies there are frequent conflicts between trademark rights and the rights of individuals concerning their names, mainly involving cases of personal name trademarks. A personal name trademark is a trademark which uses the name of an individual, usually a celebrity. The existing mechanism for solving conflicts involving personal name trademarks in China leaves much to be desired. It is proposed in this paper that the right of publicity should be introduced into China so that an individual’s rights to his name, in particular with respect to celebrities, may be better protected.