New Delhi: In a landmark legal development, Bollywood stars Abhishek Bachchan and Aishwarya Rai Bachchan and filmmaker Karan Johar have approached the Delhi High Court seeking protection of their personality rights, as concerns grow over the misuse of celebrity identities in the age of artificial intelligence and digital media.
The court has already granted interim relief to Abhishek and Aishwarya, restricting online platforms and entities from using their names, images, or likenesses for commercial or personal gain without consent.
Karan Johar’s petition, which includes complaints about unauthorised merchandise, fake profiles, and obscene content, is scheduled for hearing on September 17.
What Are Personality Rights?
Personality rights, also known as publicity rights, refer to an individual’s control over the commercial use of their name, image, voice, signature, and other personal attributes. These rights are especially crucial for public figures, whose identities are often exploited for profit or misinformation.
In India, there is no dedicated legislation for personality rights. However, courts have interpreted these rights under Article 21 of the Constitution (Right to Life and Privacy), along with provisions from the Trademark Act, 1999, the Information Technology Act, 2000, and the Copyright Act, 1957.
The AI Challenge
The rise of AI-generated content, including deepfake videos and cloned voices, has intensified the threat to celebrity privacy and reputation. Aishwarya Rai’s petition specifically highlighted the circulation of AI-generated pornographic content using her likeness, prompting the court to state that “the judiciary cannot turn a blind eye to such exploitation.”
Karan Johar’s legal team argued that several platforms are selling mugs, t-shirts, and other merchandise featuring his image and name without permission. He also raised concerns about fake social media profiles and misleading advertisements that could damage his reputation.
Legal And Social Implications
Justice Tejas Karia, while granting relief to Aishwarya Rai, emphasised that unauthorised exploitation of personality rights can cause economic harm and infringe on the right to live with dignity. The court’s stance signals a growing recognition of the need to safeguard individual identity in the digital age.
This case follows similar actions by other celebrities, including Anil Kapoor, Jackie Shroff, and Amitabh Bachchan, who have previously sought legal protection against misuse of their persona.
As AI and digital content continue to evolve, the demand for clear legal frameworks around personality rights is expected to grow, not just in India but globally.
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