Indian Celebrities Increasingly Seek Legal Protection for Personality Rights Amidst AI Surge
A wave of Indian celebrities are turning to the courts to protect their personality and publicity rights, especially in light of the growing threat of AI-generated deepfakes and misuse. Recent filings by Bollywood actor Hrithik Roshan and veteran playback singer Kumar Sanu exemplify this trend, with both seeking safeguards against the unauthorized commercial use of their identities. The Delhi High Court is scheduled to hear Roshan’s plea this Wednesday.
This surge in legal action reflects a broader concern among prominent figures – including Aishwarya Rai Bachchan, Amitabh Bachchan, Jackie Shroff, anil Kapoor, Abhishek Bachchan, and the late Ratan Tata - 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, gestures, mannerisms, and even signature phrases. They are crucial for safeguarding against unauthorized exploitation, protecting both an individual’s reputation and economic interests.
The Legal Landscape in India
Currently, India lacks a specific law dedicated to personality rights. However, courts have consistently recognized and enforced these rights under Article 21 of the Constitution – guaranteeing the right to privacy – and through established common law principles like ”passing off” and misappropriation of goodwill.
The AI Challenge
the rapid advancement of deepfake and generative AI technologies has dramatically increased the urgency of protecting personality rights. Celebrities are facing issues ranging from fake profiles and unauthorized merchandising to AI-cloned voices and the creation of manipulated, frequently enough explicit, content. courts are responding by directing online platforms to remove infringing material and block unlawful websites.
Legal experts anticipate this trend will continue as India navigates the regulatory complexities of these emerging technologies. Until dedicated legislation is enacted, judicial precedents will likely remain the primary means for celebrities to assert control over their digital identities and prevent unauthorized commercial exploitation in the age of AI.