An apparatus, program product and method utilize a brokering service for use in controlling the incorporation of likeness data for an individual into a media presentation. The brokering service maintains a plurality of rulesets respectively associated with a plurality of individuals. Each ruleset is used to restrict or otherwise control the incorporation of likeness data associated with an associated individual into media presentations, typically through the inclusion of one or more rules configured to define conditions under which the likeness data for the associated individual may or may not be incorporated into a media presentation. The brokering service is capable of responding to requests for selected rulesets for different individuals by communicating the rulesets to various requesting entities.