New Delhi, Sept 9:
The Delhi High Court has come down strongly against the unauthorised use of celebrity identities, extending legal protection to actress Aishwarya Rai Bachchan over her personality rights.
In an order passed on September 9, Justice Tejas Karia ruled that the unauthorised use of a celebrity’s likeness without consent causes not only financial harm but also undermines their right to privacy and dignity. The court observed that a celebrity’s identity—whether name, image, voice, or likeness—forms part of their personality rights, which cannot be commercially exploited without permission.
The ruling came after Rai approached the court seeking protection against misuse of her image and AI-generated likeness in unauthorised products and promotions. The High Court noted that such misuses have become more rampant with the rise of artificial intelligence and digital manipulation, making it easier to create misleading endorsements or counterfeit content.
Justice Karia emphasised that personality rights are not limited to commercial damage but extend to safeguarding a person’s honour, reputation, and emotional well-being. “The unauthorised use of a celebrity’s likeness without consent not only causes commercial harm but also undermines their right to privacy and dignity,” the court said.
The order is seen as part of a growing judicial effort in India to address the challenges posed by emerging technologies. In recent months, courts have increasingly acknowledged the risks of AI-generated content being misused to impersonate public figures, promote fake products, or deceive consumers.
Legal experts say the ruling will strengthen the framework for protecting celebrities and public figures from exploitation in the digital age, while also setting a precedent for cases involving deepfakes, AI misuse, and counterfeit merchandise.
Friends, fans, and industry insiders welcomed the court’s decision, calling it a crucial step toward ensuring accountability in the digital marketplace.
