Interim order strengthens celebrity privacy and personality rights in the age of deepfakes
In a significant step towards protecting individual identity in the digital era, the Bombay High Court has granted interim relief to actor Ananya Panday in a case concerning the unauthorised use of her likeness through artificial intelligence and online impersonation. The court’s order aims to safeguard the actor’s personality, publicity, and privacy rights from misuse across digital platforms.
The legal action began as concerns grew about the rising circulation of manipulated content allegedly exploiting the actor’s identity without consent. In her plea, Panday sought protection for various aspects of her public persona, including her name, image, photographs, voice, signature, appearance, performance style, mannerisms, and delivery of dialogue. The petition also cited protections available to performers under India’s copyright laws.
According to the filing, several forms of digital abuse had emerged online. These reportedly included AI-generated deepfakes, false endorsements, fabricated cosmetic surgery claims, and chatbots designed to mimic the actor’s personality. The petition further highlighted the circulation of explicit and objectionable content allegedly created using her likeness, raising concerns about reputational damage and invasion of privacy.
The actor argued that such misuse goes beyond financial loss, seriously harming personal dignity, professional credibility, and public image. Given how quickly manipulated content can spread online, the plea emphasised that traditional monetary compensation would not be sufficient to address the damage.
Seeking urgent intervention, the petition called for immediate action against the entities involved, including unidentified individuals and overseas operators. It also urged authorities to direct social media platforms, intermediaries, and telecom service providers to block access to infringing material, remove duplicate links, and prevent further dissemination of unauthorised content.
After considering the matter, the court granted interim protection and restrained the defendants from infringing Panday’s publicity and privacy rights. The ruling reflects the judiciary’s growing recognition of the risks posed by generative AI and digital impersonation technologies. It also reinforces the importance of safeguarding an individual’s identity against unauthorised commercial and personal exploitation.
The decision adds to a growing number of cases in which public figures have sought legal protection against the misuse of their digital personas. As artificial intelligence continues to reshape online interactions, the ruling underscores the need for stronger safeguards to balance technological advancement with personal rights and privacy.
The case is likely to serve as another important reference point within India’s evolving legal framework governing AI-generated content and personality rights.
