Bombay High Court Protects Suniel Shetty's Personality Rights Against Unauthorized Exploitation
Court Grants Ex-Parte Interim Injunction to Safeguard Actor's Image and Reputation from AI-generated Deepfakes
In a landmark judgment, the Bombay High Court has granted an ex-parte interim injunction in favor of renowned Indian actor Suniel V Shetty, safeguarding his personality rights against unauthorized commercial exploitation and misrepresentation through AI-generated content and deepfakes. The judgment, delivered by Justice Arif S. Doctor, underscores the importance of protecting celebrity rights in the age of digital media and artificial intelligence.
Suniel Shetty, the plaintiff, filed the suit asserting that his personality rights, including his name, image, likeness, and other identifiable attributes, were being infringed upon by various entities on social media platforms, notably Meta Platforms and X Corp. The actor's appeal highlighted the unauthorized use of AI-generated images and deepfakes that falsely depicted him and his family in an obscene manner. Furthermore, Shetty argued that his image was being exploited in conjunction with promoting activities he would never endorse, thereby diluting his personality rights in the public eye.
Justice Doctor acknowledged the gravity of the situation, emphasizing the potential for irreversible harm to Suniel Shetty's reputation and goodwill if immediate action was not taken. The judgment noted that the unauthorized use of Shetty's persona not only infringed on his personality rights but also violated his fundamental rights to privacy and dignity under Article 21 of the Indian Constitution.
The court's decision reflects a growing recognition of the need to adapt legal protections to evolving technologies that pose new challenges to individual rights. As AI-generated content becomes more prevalent, the judgment sets a precedent for addressing similar cases of digital impersonation and exploitation.
The interim injunction restrains the defendants, including John Doe entities and known parties, from utilizing Suniel Shetty's persona for commercial gain without consent. It mandates the removal of infringing content from various platforms and directs intermediaries like Meta Platforms and X Corp to take down such content upon notification. The court also ordered these platforms to provide subscriber information of infringing parties to facilitate legal action.
The judgment draws from precedents in similar cases involving celebrities like Aishwarya Rai Bachchan and Anil Kapoor, reinforcing the legal framework supporting personality rights in India. As the digital landscape evolves, this ruling serves as a crucial reminder of the need for vigilance and proactive measures to protect individual rights against technological misuse.
The next hearing is scheduled for November 17, 2025, where further proceedings will determine the final course of action to uphold Suniel Shetty's rights and curb unauthorized exploitation.
Bottom Line:
Personality Rights - Unauthorized use of plaintiff's name, image, likeness, and other identifiable attributes, including AI-generated deepfakes, constitutes infringement of personality rights, violation of the right to privacy, and the right to live with dignity under Article 21 of the Constitution of India.
Statutory provision(s): Article 21 of the Constitution of India, Copyright Act, 1957, IT Rules 2021, Order XXXIX Rule 3 of CPC
Suniel V Shetty v. John Doe S Ashok Kumar, (Bombay) : Law Finder Doc Id # 2792907
