Indian Celebrities Increasingly Seek Legal Protection โfor Personality Rights Amidst AIโ Surge
A โขwave of Indian celebrities are turning to the courts to protectโข their personality and publicity rights, especially โin light โof the growing threat of AI-generated deepfakes and misuse. Recent filings by โฃBollywoodโฃ actor Hrithik Roshan and veteranโ playback singer Kumar Sanu exemplify this trend, with both seeking safeguards โขagainst the unauthorized commercial use of their identities. The Delhi High Court is scheduled toโ hear Roshan’s plea this Wednesday.
This surge in legal action reflects a broader concern โamong prominent figures – including Aishwarya Rai Bachchan, Amitabh Bachchan, Jackie Shroff, anil Kapoor, Abhishek Bachchan, and the late Ratan โTata โฃ- who have sought injunctions against online misuse of their identity, often linked to AI-generated content.
what are Personality Rights?
Also known as publicity rights, these rights grant individuals legal control over the commercial use of their identity, encompassing elements like their name, image, voice, โgestures, mannerisms, andโ even signature phrases.โฃ They โare crucial for safeguarding against โฃunauthorized exploitation, protecting both an individual’s reputation and economic interests.
The โขLegal Landscape in India
Currently, India lacks a specific law dedicated to personality rights.โฃ However, courts have consistently recognized and enforced these rights under Article 21 of the Constitution – guaranteeingโข the right to privacy – and through establishedโ common law principles like โ”passing off” and misappropriation of goodwill.
The AI Challenge
theโค rapidโ advancement of deepfake and generative AI technologiesโ has dramatically increased the urgency of protecting personality rights. Celebrities are facing issues ranging โfrom fake profiles and unauthorized merchandising to AI-cloned voices and the creation of manipulated, frequently enough explicit, content. courts areโค responding by directingโค onlineโค platformsโ to remove infringing material and block unlawful websites.
Legalโ experts anticipate this trend will continue as India navigates the regulatory complexities of these emerging technologies. โUntil dedicated legislation is enacted, judicial precedents will likely remain the primary means for celebrities to assert control over their โขdigital identities and prevent unauthorized commercial exploitation in the age of AI.
