The Bombay High Court has taken a significant step to defend Bollywood actor Suniel Shetty’s rights after he raised concerns about the misuse of his image and likeness through AI-generated deepfakes and unauthorized endorsements. This ruling emphasizes the growing need for protection of celebrity rights in the digital age.
Justice Arif S. Doctor granted urgent protection to Shetty following his appeal to the Court, where he cited violations of his right to privacy and dignity as outlined in the Constitution. He expressed that the misuse of his persona undermined his reputation, which he has built over a successful three-decade film career and various endorsement deals with prominent brands.
Senior Advocate Birendra Saraf, who represented Shetty, explained that the actor’s digital presence, which boasts over 13 million followers, was being exploited through false advertisements and fake social media accounts. The Court recognized that inappropriate AI-generated images and misleading endorsements could harm Shetty’s personal and professional standing.
The ruling highlighted that these unauthorized uses not only violate Shetty’s personality rights but also invade his privacy and fundamental rights. Justice Doctor noted that such actions might mislead the public, suggesting a false endorsement and risking consumer trust.
To combat these widespread violations, the Court issued a John Doe order, prohibiting unknown individuals from using Shetty’s likeness in any form, including AI content and unauthorized merchandise. Major social media platforms like Meta and X were ordered to swiftly remove any infringing material and assist Shetty’s legal team in identifying the content creators.
The case is set for further discussion on November 17.
