In a landmark move safeguarding celebrity rights and digital privacy in India, the Bombay High Court has granted Bollywood actor Suniel Shetty urgent protection against misuse of his personality through AI-generated deepfakes, unauthorized endorsements, and counterfeit merchandise.
Court Issues Interim Protection to Suniel Shetty
Justice Arif S Doctor acted swiftly after Shetty approached the court, citing violations involving the unauthorized use of his name, image, likeness, and other personal attributes. Shetty argued that these acts infringed upon his fundamental right to privacy and dignity under Article 21 of the Constitution, as well as his moral rights under the Copyright Act, drawing on his distinguished three-decade film career and prominent brand endorsements.
AI Deepfakes and False Endorsements: Emerging Digital Threats
Senior Advocate Birendra Saraf, representing Shetty, highlighted how the actor’s digital presence—boasting over 13 million followers—was being exploited through AI deepfakes, fake advertisements, and bogus social media accounts. The court observed that explicit AI-generated images involving Shetty and his family, along with fake endorsements, were manifestations of a “depraved mind” abusing technology, seriously endangering Shetty’s personal and professional reputation.
Safeguarding Privacy and Dignity
The court ruled that such unauthorized content not only violates Shetty’s personality rights but also constitutes a severe invasion of privacy and a breach of fundamental rights. Justice Doctor emphasized that these actions mislead the public by falsely implying endorsement, causing consumer deception and misappropriation of goodwill—classic instances of “passing off.”
Comprehensive Restraints and John Doe Order
To address the anonymous and widespread nature of these infringements, the court issued a John Doe order prohibiting unidentified parties from exploiting Shetty’s persona in any form—including AI-generated content, deepfakes, cloned audio, or unauthorized merchandise. Major platforms such as Meta (Facebook/Instagram) and X (formerly Twitter) were directed to promptly remove infringing material and cooperate with Shetty’s legal team in identifying offenders if requested.The case is scheduled for further hearing on November 17.
