To overcome misuse of digital identities and AI, the Bombay High Court granted temporary protection to veteran Bollywood Suniel Shetty’s Image Rights by restraining unauthorized use of his simulated or changed images. The actor’s name, image and personal voice may not be used across digital platforms without his consent according to this order, which was handed down today.
Several online ads, fake endorsements, and deepfakes generated using his face or voice by AI also triggered Suniel Shetty’s petition. Friends often shared these materials through social networks or e-commerce links, creating the false impression that the actor was promoting certain products and services. His legal team argued that this violated not only his own right of personality but also risked ruining a reputation built up over 30 years in performing arts circles.
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The High Court held that unauthorized use of his digital identity could lead to serious harm. The immediate effect was to restrain all known or unknown persons from circulating, reproducing or capitalizing commercially in any form upon any content which uses Shetty’s image, voice or compu ter generated version. The court also directed those online intermediary services to act quickly at getting rid of such materials once they are notified about them.
