Interim order likely to restrict unauthorised use of actor’s image, voice, and AI-generated likeness
New Delhi, April 17: The Delhi High Court on Friday indicated that it will soon pass an interim order to protect the personality rights of Telugu film actor Allu Arjun, aiming to curb the unauthorised use of his name, photograph, voice and other distinctive attributes, including content generated through artificial intelligence.
The development came during a hearing before a bench led by Justice Tushar Rao Gedela, which observed that directions would be issued to prevent individuals and entities from exploiting the actor’s identity without his consent. The court’s intervention reflects growing judicial concern over the misuse of celebrity likenesses in the digital ecosystem.
Appearing for the actor, senior advocate Swati Sukumar informed the court that Allu Arjun’s images and voice are being used without authorisation in objectionable and misleading content, including AI-generated deepfakes. She drew attention to a mobile application that allegedly simulates conversations with a digital version of the actor, enabling users to create fabricated interactions that could be misused for fraud or impersonation.
The counsel argued that such unauthorised exploitation not only harms the actor’s reputation but also allows third parties to derive commercial gains without consent. She added that the increasing sophistication of AI tools has made it easier to replicate voices and visuals, raising serious concerns about identity misuse and online deception.
During the proceedings, the court was informed that one of the defendants, Frankly Retail Private Limited, had taken down the disputed content after receiving notice of the case. The bench directed the company to file a compliance affidavit within three days, detailing the actions taken to remove or restrict access to the material in question.
The case underscores the expanding scope of personality rights in India, which courts have increasingly recognised as including protection against unauthorised commercial use of an individual’s name, likeness and voice. The Delhi High Court indicated that these protections would also extend to emerging forms of digital misuse, including AI-generated content.
This matter is part of a broader trend of public figures approaching courts to safeguard their identities against online misuse. Similar relief has been sought in the past by personalities such as Aishwarya Rai Bachchan, Abhishek Bachchan, Karan Johar, Jaya Bachchan and Sudhir Chaudhary, reflecting increasing legal scrutiny over digital impersonation and unauthorised endorsements.
The interim order, expected shortly, is likely to have wider implications beyond the present case, potentially covering any unauthorised commercial or AI-assisted use of the actor’s identity across platforms. Legal experts say the ruling could contribute to shaping clearer boundaries around digital identity, consent and accountability in India’s rapidly evolving online landscape.
Input & Images : Hindusthan Samachar
Edited by Madhusudhan Reddy
Last Updated on: Friday, April 17, 2026 8:02 pm by News Proton Team | Published by: News Proton Team on Friday, April 17, 2026 8:02 pm | News Categories: Trending, Entertainment