The Delhi High Court has delivered a significant victory for Bollywood actor Arjun Kapoor, granting him interim relief in a comprehensive personality rights suit. In an order passed on April 29, the court restrained several social media accounts, websites, and third-party entities from the unauthorized use of the actor’s name, image, and digital persona for commercial and objectionable purposes.
Justice Tushar Rao Gedela issued the directive in response to a suit filed by Kapoor, who sought to protect his “publicity and personality rights” from increasing online exploitation. This ruling joins a growing list of judicial precedents in India aimed at safeguarding the digital identities of public figures in the age of generative AI and rampant e-commerce infringement.
The core of Arjun Kapoor’s legal challenge involved the blatant commercial exploitation of his identity without prior approval. Kapoor’s legal team, led by the distinguished advocate Pravin Anand, informed the court that various entities were profiting from the actor’s fame by selling unauthorized merchandise.
The misuse included the sale of Apparel, Merchandise and Event Promotions.
The court noted that such activities mislead the public into believing the actor endorses these products or events, thereby causing significant damage to his professional reputation and commercial value.
One of the most alarming aspects of the case involved the circulation of AI-generated deepfake videos and explicit content. The submissions made by Kapoor’s counsel highlighted that his identity was being used to create objectionable and explicit digital content, often using sophisticated artificial intelligence tools to mimic his appearance and voice.
To ensure the effective implementation of the order, the court extended its reach to major technology platforms. Justice Gedela directed Google and Meta (the parent company of Facebook and Instagram) to identify and take down the infringing content hosted on their platforms.
This move places the responsibility on intermediaries to act swiftly against accounts and websites cited in the suit. By ordering the removal of these digital assets, the court aims to strip away the visibility of the unauthorized content, thereby mitigating the ongoing commercial and reputational damage.
Arjun Kapoor is the latest in a long line of Indian celebrities to approach the judiciary to protect their “right of publicity.” The legal landscape for personality rights has evolved rapidly, with several superstars previously moving the courts for similar protections.
The list of actors who have sought or obtained protection for their personality rights includes:
- Amitabh Bachchan and Rajinikanth (pioneering cases)
- Salman Khan, Aishwarya Rai Bachchan, and Abhishek Bachchan
- Akshay Kumar and Hrithik Roshan
- Karan Johar, Suniel Shetty, and Jackie Shroff
These cases collectively emphasize that an individual’s name, voice, and likeness are intellectual properties that cannot be exploited for profit without explicit consent.
While the interim relief provides immediate protection, the legal battle is far from over. The court has allowed Arjun Kapoor to seek further action against any new instances of infringement that may emerge while the case is ongoing. This “rolling injunction” style of relief is crucial for celebrities who face near-constant attempts at identity theft online.
The matter is now scheduled for its next significant hearing on October 10. Between now and then, the court-mandated takedowns are expected to clear a significant portion of the unauthorized content currently circulating on the web.
The Delhi High Court’s decision in favour of Arjun Kapoor reinforces the legal boundaries of digital identity in India. By restraining everything from unauthorized T-shirts to malicious deepfakes, the court has sent a clear message to e-commerce platforms and content creators: a celebrity’s persona is not public property.
As AI technology continues to advance, such judicial interventions will remain essential in defining the “personality rights” of individuals in an increasingly virtual world.
