Bollywood celebrities are increasingly seeking legal protection for their “personality rights” as AI-generated content and deepfakes become more widespread. Stars including director Karan Johar, actress Aishwarya Rai Bachchan, and actor Abhishek Bachchan have recently approached the Delhi High Court to safeguard their identities.
Personality or publicity rights protect a person’s name, image, voice, gestures, and unique mannerisms from commercial misuse. In India, there is no dedicated law, so courts rely on common law, copyright, trademark, intellectual property, and constitutional privacy rights to decide cases. This is different from countries such as the US, Germany, and Japan, where personality rights are protected under statutory law.
Recent court actions have directed defendants and platforms to remove unauthorized content, including fake profiles, merchandise, and obscene AI-generated material. Legal experts note that India’s first assertion of personality rights dates back to 2002 when singer Daler Mehndi challenged unauthorized dolls in his likeness. Since 2023, such cases have increased significantly, reflecting the growing misuse of celebrity identities.
Experts argue that codifying personality rights in India could strengthen enforcement, allow compensation for financial and reputational damage, and clarify heritability, unlike the current system where rights expire upon death. However, some lawyers say the lack of codification allows courts more flexibility to interpret cases in favor of the aggrieved party.
With AI technology advancing rapidly, the challenge of protecting one’s identity has never been greater. While laws may struggle to keep pace, experts stress the importance of public awareness and proactive legal action to safeguard celebrity identities in the digital age.
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