The Bombay High Court has granted urgent protection to Bollywood actor Suniel Shetty against the misuse of his name, image, and likeness through AI-generated deepfakes, fake endorsements, and counterfeit merchandise.
Justice Arif S. Doctor passed the interim order after Shetty approached the court, citing violations of his personality rights and right to privacy under Article 21 of the Constitution. He also invoked his moral rights under the Copyright Act, asserting that his reputation, built over a three-decade-long film career and numerous brand endorsements, was being exploited without consent.
“Shetty’s name, image, and persona were being misused in ways that not only harm his reputation but also deceive the public,” his plea stated.
AI Deepfakes & Fake Endorsements
Appearing for Shetty, Senior Advocate Birendra Saraf explained that the actor’s strong online presence — followed by more than 13 million fans — was being misused through AI-generated videos, fabricated advertisements, and fake social media accounts.
The court noted that obscene and manipulated AI-generated images of Shetty and his family, along with false endorsements, reflected the actions of a “depraved mind misusing technology.” Justice Doctor observed that such misuse posed a serious threat to the actor’s personal dignity, privacy, and professional goodwill.
Invasion Of Privacy & Misappropriation Of Goodwill
The court held that unauthorized use of Shetty’s persona amounted to a serious invasion of privacy and an infringement of personality rights. It warned that such acts could mislead consumers into believing the actor endorsed certain brands or content, thus amounting to misappropriation of goodwill and passing off.
Justice Doctor stressed that the misuse of a celebrity’s identity through deepfakes or digital manipulation could cause “irreparable harm to their reputation and dignity,” calling for urgent judicial intervention.
Recognizing the anonymous and widespread nature of such online violations, the High Court issued a John Doe order (also known as “Ashok Kumar” order), restraining unknown parties from using or distributing Shetty’s persona in any form — including AI-generated content, cloned voices, deepfakes, or counterfeit merchandise.
The court directed major social media platforms — including Meta (Facebook and Instagram) and X (formerly Twitter) — to take down infringing content immediately and assist Shetty’s legal team in identifying offenders if required.
The matter will next be heard on November 17.
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