In a strong legal move against the rising threat of digital identity theft, veteran Bollywood actor Suniel Shetty has moved the Bombay High Court, seeking protection of his personality rights against the rampant misuse of his name, image, and likeness. The actor has filed an urgent suit against various social media platforms, websites, and unknown entities (a ‘John Doe’ order) over the unauthorized commercial exploitation of his persona.
Senior Advocate Birendra Saraf, representing Mr. Shetty, informed the court that the actor’s images are being extensively and unlawfully used to promote a range of unrelated businesses, causing irreparable harm to his hard-earned goodwill and reputation.
The court was presented with instances of misuse which included:
- Gambling Websites: Shetty’s photographs were displayed on online gambling and sports betting platforms, falsely suggesting an association or endorsement.
- Real Estate and Astrology: Images were used for commercial promotion by both real estate agencies and astrology websites, all without the actor’s authorization.
- Counterfeit Merchandise: The plea also cited the unauthorized sale of merchandise and posters featuring the actor’s face.
The most alarming instance highlighted was the circulation of AI-generated deepfake images, including one disturbing manipulated photograph of the actor with his grandchild. The counsel argued that the unauthorized creation and uploading of such deepfake content constitutes a grave infringement of the actor’s personality rights and a blatant invasion of privacy for his family.
Justice Arif S Doctor, who heard the matter, orally remarked on the growing menace of un-regulated Artificial Intelligence, stating, “This AI and social media… if not regulated, it’s scary what people can do with it.”
Mr. Shetty’s suit seeks an injunction and an order directing all infringing content—whether AI-generated, deepfakes, or fake advertisements—to be immediately taken down from all digital mediums. This case adds to a growing trend of top Indian celebrities, including Amitabh Bachchan and Aishwarya Rai Bachchan, moving courts to secure their digital identity against exploitation. The court, after hearing the submissions, reserved its order on the actor’s interim application.
Summary of the Article
- Legal Action: Actor Suniel Shetty has filed a suit in the Bombay High Court to protect his personality rights against the unauthorized commercial use of his image and likeness.
- Misuse Cited: The actor’s plea highlights that his photos are being misused for fake endorsements on various platforms, specifically mentioning unauthorized use by gambling websites, real estate agencies, and astrology websites.
- Deepfake Concern: The most critical issue raised was the circulation of AI-generated deepfake content, including a manipulated image featuring the actor and his grandchild, which the court acknowledged as “scary.”
- Relief Sought: Shetty is seeking an urgent court order to remove all infringing content from social media and websites and to restrain unknown entities (John Doe) from any future misuse of his persona.