28/10/2025
📰 Delhi High Court protects Aishwarya Rai Bachchan’s personality rights against AI misuse & unauthorised products
This order is a reminder that personality rights are not just about celebrity endorsements — they safeguard the name, image, voice, likeness, and overall persona of an individual from unauthorised commercial use or digital manipulation.
With the rise of AI and deepfakes, misuse is no longer limited to fake merchandise or passing off. It now extends to fabricated videos, voice clones, and even pornographic deepfakes — impacting not only financial interests but also an individual’s privacy, dignity, and reputation.
⚖️ The Court’s recognition underscores three key points:
1️⃣ Personality rights flow from the right to privacy and dignity under Article 21.
2️⃣ Misuse can cause irreparable harm, both commercially and personally.
3️⃣ Platforms and intermediaries must act responsibly in tackling such misuse.
🔍 This judgment is a landmark step for India in adapting traditional rights to the challenges of AI. It also signals the urgent need for clear laws and corporate governance frameworks around AI, deepfakes, and digital identity.
-Adv. Keerthana Akash
