• Source:JND
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Bollywood actor Abhishek Bachchan has approached the Delhi High Court seeking protection of his personality rights, only days after his wife, Aishwarya Rai Bachchan, filed a similar plea. The actor expressed concerns about the growing misuse of his identity through AI-generated content, deepfakes, and fake merchandise, which can mislead audiences and damage reputations. Abhishek’s plea asks the court to restrain websites, social media platforms, and other entities from using his name, image, voice, or likeness without his consent. He has particularly raised objections to manipulated or explicit content where his persona is misused.

According to a report by Bar and Bench, the matter was heard by Justice Tejas Karia in the Delhi High Court. During the hearing, Justice Karia remarked, “We can ask Google to take down. You have to give URL specific to each other. If you can identify the platform, it can be easily done.” However, he also added that platforms like YouTube, Amazon, and Flipkart, which were mentioned in the petition, would need to be dealt with individually. The court clarified that it cannot pass a blanket order and the petition has to be divided defendant-wise.

Meanwhile, to this, Abhishek’s advocate, Pravin Anand, assured that further details and specifics would be provided to the court later in the day. The matter has been adjourned for further hearing at 2.30 pm. Abhishek Bachchan’s legal team highlighted that his identity is being misused in various ways. This includes AI-generated deepfake videos, fake autographs, and even unauthorised merchandise being sold on online platforms such as Etsy and Bollywood Tee Shop. His plea emphasised that some manipulated visuals and sexually inappropriate content were not only false but also deeply offensive, warranting urgent legal intervention. The actor has requested the court to protect his publicity rights and personality rights, and to provide safeguards against defamation, trademark misuse, and reputational damage.

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What Are Personality Protection Rights?

Personality protection rights are legal safeguards that prevent the unauthorised use of a person’s identity. This includes their name, image, voice, likeness, or signature traits. These rights are particularly important in the digital era, where deepfakes, AI-generated media, and fake endorsements are becoming more common. By enforcing these rights, public figures like Abhishek Bachchan can control how their identity is used, prevent misleading or inappropriate portrayals, and protect themselves from financial exploitation or reputation loss. With both Aishwarya Rai Bachchan and Abhishek Bachchan moving the High Court within a short span, the cases highlight the growing concern among celebrities about the rise of AI misuse in India.