The Delhi High Court has taken a firm stance against the rising threat of digital impersonation by safeguarding the personality rights of Bollywood actor Ajay Devgn. In a recent ruling, the court ordered the takedown of deepfakes and other objectionable content that illegally uses Devgn's name, image, likeness, and other personal attributes without his consent. This decision highlights the growing concern over the misuse of artificial intelligence and deepfake technology to create misleading and potentially damaging content.
Justice Manmeet Pritam Singh Arora presided over the case, granting Devgn protection similar to that previously given to other celebrities facing similar issues. The court's order prevents various websites and online platforms from exploiting Devgn's persona for commercial gain. This includes restraining the use of AI and deepfake technology to impersonate him. The court has directed the removal of obscene content uploaded online.
Devgn's legal team, led by Advocate Pravin Anand, presented evidence of unauthorized merchandise, including caps, stickers, and posters bearing Devgn's image, as well as instances of AI-generated content that portrayed the actor in an unpleasant and potentially harmful manner. A key concern was the proliferation of deepfake videos, some of which depicted Devgn in inappropriate scenarios with female celebrities. Devgn also raised concerns that his image was being used to train AI models without his permission.
While the court acknowledged the need to protect Devgn's rights, it also recognized the importance of allowing some freedom to fan pages. Justice Arora stated that not all fan-made posts could be taken down, as this would require Devgn to "erase his digital footprint". The court clarified that while it would order the removal of obscene and profane content, images that were mere reproductions could not be removed at this stage without hearing from all parties involved.
The court also addressed the process for reporting objectionable content, noting that Devgn's legal team had not initially lodged a formal complaint with YouTube and Google regarding the problematic content. Justice Arora indicated that future petitions would need to demonstrate that a protest was first filed with the social media intermediaries before approaching the court.
This ruling is part of a growing trend of celebrities seeking legal recourse to protect their personality rights in the face of increasing AI-driven misuse. Aishwarya Rai Bachchan, Abhishek Bachchan, Karan Johar, Kumar Sanu, Sri Sri Ravi Shankar, and Telugu actor Nagarjuna are among those who have recently approached the courts for similar protection. These rights, also known as publicity rights, safeguard an individual's identity from unauthorized commercial exploitation, allowing them to control and profit from their name, image, and likeness.
The Delhi High Court's decision underscores the need for a balanced approach, protecting individual rights while acknowledging the role of online platforms and fan communities. It also highlights the evolving legal landscape surrounding AI-generated content and the importance of establishing clear guidelines for online platforms to address the misuse of personal images and data. The court's observation that global legal circles are closely watching Indian jurisprudence on deepfakes suggests that this case could set a precedent for future legal battles in the digital age.
