Days after veteran playback singer Kumar Sanu approached the Delhi High Court to seek protection of his personality rights, Bollywood star Hrithik Roshan has taken similar legal action. Roshan has filed a petition in the court aimed at safeguarding his name, image, likeness, and other aspects of his personality from unauthorized commercial use, as reported by Bar and Bench. The Delhi High Court is scheduled to hear this matter on Wednesday.
The surge in generative AI and deepfake technologies has prompted a growing number of Indian celebrities-ranging from film icons to business moguls-to seek judicial protection for their personality and publicity rights. These legal measures aim to thwart the unauthorized commercial exploitation of individuals’ names, images, voices, and even signature phrases. In recent months, numerous prominent figures, including Aishwarya Rai Bachchan, Amitabh Bachchan, Jackie Shroff, Anil Kapoor, and the late Ratan Tata, have approached the Delhi High Court for injunctions against the misuse of their identities in connection with AI-generated content.
Personality rights, also known as publicity rights, empower individuals with legal control over the commercial usage of their identity, encapsulating elements such as name, image, voice, gestures, and mannerisms. These rights serve as a crucial safeguard against unauthorized exploitation, protecting both the individual’s reputation and economic interests. While India currently lacks a specific statute governing personality rights, courts have consistently recognized and enforced these rights under Article 21 of the Constitution, which guarantees the right to privacy, as well as through common law principles like passing off and misappropriation of goodwill.
The rapid advancement of deepfake technology and generative AI has intensified the urgency surrounding the protection of personality rights. Celebrities are increasingly expressing concerns about a variety of issues-from fake profiles and unauthorized merchandising to AI-generated content that manipulates their voices and images. In response, courts have taken measures to direct online platforms to remove infringing materials and block unlawful websites.
Legal experts suggest that this trend will escalate as India navigates the regulatory challenges posed by emerging technologies. Until comprehensive legislation is enacted, judicial precedents are expected to remain the primary recourse for celebrities seeking to assert control over their digital identities and prevent unauthorized commercial exploitation in this new technological landscape.
As AI continues to evolve, the landscape for personality rights will likely undergo significant transformations, making it imperative for lawmakers and the legal system to address these pressing issues effectively. The growing awareness among celebrities about their rights and the potential threats posed by AI highlights an essential dialogue in contemporary copyright and privacy laws.
With the increasing number of celebrities filing for legal protection, the landscape of personality rights in India is on the brink of a major shift, reflecting broader global trends in the age of digital content and artificial intelligence.
Original Source: https://www.livemint.com/news/india/hrithik-roshan-moves-delhi-high-court-to-protect-his-personality-rights-11760445659194.html
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Publish Date: 2025-10-14 18:15:00
