Abhishek Bachchan Sues to Protect 'Personality Rights' From AI Misuse
Actor Abhishek Bachchan has petitioned the Delhi High Court to protect his "personality rights" from unauthorised use on digital platforms. His plea seeks to restrain websites and individuals from misusing his name, image, and voice, particularly in AI-generated deepfake videos and for commercial gain without consent. The court is considering the plea, which follows a similar suit by his wife, Aishwarya Rai Bachchan, highlighting a growing legal battle for celebrities to control their digital personas against emerging technologies.
Unpacked:
Personality rights refer to an individual's right to control the commercial use of their identity, including name, image, voice, and likeness. In India, these rights are protected under the Copyright Act, Trademarks Act, and common law, allowing individuals—especially celebrities—to seek legal remedy against unauthorized exploitation of their persona for commercial gain or misleading endorsements.
Indian courts have increasingly granted protection to celebrities over their personality rights. Notable cases include Amitabh Bachchan and Anil Kapoor, where courts issued injunctions against unauthorized use of their names, images, and catchphrases. Aishwarya Rai Bachchan and Karan Johar have also secured court orders stopping misuse of their identities for commercial or misleading purposes.
Abhishek Bachchan's petition was prompted by websites selling merchandise, such as T-shirts, using his name and image without consent, misleading users into believing he endorsed them. The suit also addresses the proliferation of AI-generated deepfake videos and manipulated images used for commercial or fraudulent purposes.
AI-generated deepfakes pose a threat to celebrities by enabling unauthorized manipulation and distribution of their likeness, voice, and images. This can lead to reputational harm, fraudulent endorsements, circulation of obscene content, and loss of commercial control over their identities, prompting more celebrities to seek legal protection of their personality rights.