Olympic gold medallist Mary Peters is suing Ark Life Assurance Ltd for damages because it started an advertising campaign in 1996 using her image without her agreement, the High Court was told yesterday.
The campaign showed a number of historic events headed: "Remember When . . ." Among the events were a man setting foot on the Moon and Mary Peters winning a gold medal at the 1972 Olympics.
Around June 1996 Ark Life started a campaign which included an image of her and the title "Remember when Mary Peters won Gold?"
Ms Peters alleged the campaign was designed to take advantage of her personality, goodwill and reputation.
Mr Richard Nesbitt SC, for Ms Peters, told Mr Justice Lavan Ark Life, owned by AIB, had decided that Ms Peters had a reputation and used that fact to promote a product.
Her reputation had been pirated, he argued.
Ark Life denied Ms Peters's claims and denied she had a "considerable or any reputation in the State or elsewhere as a result of her sporting and associated activities or otherwise".
The hearing continues today.