Daijiworld Media Network – Mumbai

Mumbai, Oct 11: The Bombay High Court has granted Bollywood actor Suniel Shetty urgent interim protection against the unauthorised use of his name, image, and likeness through AI-generated deepfakes, false endorsements, and fake merchandise.

Justice Arif S Doctor, while hearing Suniel Shetty vs Ashok Kumar, observed that such actions amounted to a violation of Shetty’s fundamental rights to privacy and dignity. The court remarked that the obscene AI-generated content involving Shetty and his family reflected “a lethal combination of a depraved mind and the misuse of technology.”

The court noted that the unauthorised use of Shetty’s persona could mislead the public by creating a false sense of endorsement or affiliation, amounting to consumer deception and misappropriation of goodwill.

Issuing a John Doe order, the court restrained all unidentified individuals from using Shetty’s name, image, or likeness in any form, including AI-generated content, cloned audio, or merchandise. It also directed Meta Platforms and X Corp to remove such infringing content within a week and share details of the uploaders when requested by Shetty.

Shetty approached the court seeking protection of his personality and moral rights, citing the misuse of his and his family’s photos in fake online advertisements and deepfakes promoting gambling and real estate businesses.

The matter is scheduled for further hearing on November 17.

The case follows a recent series of similar pleas by Bollywood stars including Aishwarya Rai Bachchan, Abhishek Bachchan, and Karan Johar, who have also sought protection from unauthorised digital exploitation of their identities.