Introduction
In a landmark ruling, the Delhi High Court has stepped in to protect the personality rights of Aishwarya Rai Bachchan. The Court issued an interim injunction preventing the unauthorized use of her name, image, voice, initials (ARB), and likeness—especially in the wake of AI-generated deepfakes and online impersonation.
This case highlights how Indian courts are adapting to the challenges posed by technology, AI, and digital exploitation of celebrity identities.
Background of the Case
Aishwarya Rai Bachchan filed a suit after discovering her identity was being misused online. Offending activities included:
- Fake endorsements using her name and photos
- Sale of unauthorized merchandise (mugs, T-shirts, posters)
- Circulation of AI-generated and morphed intimate content
- Websites and e-commerce platforms exploiting her brand value without permission
She argued that such misuse violated not just her commercial rights but also her dignity, privacy, and reputation.
Delhi High Court’s Observations
Justice Tejas Karia noted that:
- Aishwarya Rai had established a prima facie case for relief.
- The balance of convenience lay in her favour.
- Without Court intervention, she risked irreparable harm to her reputation and goodwill.
The Court also acknowledged that with the rise of AI and deepfake technology, misuse of celebrity identity has become a growing threat that needs urgent judicial protection.
The Interim Order (9 September 2025)
The Court passed an ex parte interim injunction with wide-ranging directions:
- Restraint on misuse – No use of her name, likeness, or other persona attributes without consent.
- AI and deepfake ban – No AI-generated, morphed, or manipulated content involving her.
- Merchandise prohibition – No unauthorized sale of goods carrying her image or initials.
- Platform accountability – Google, e-commerce sites, and digital intermediaries must remove infringing URLs within 72 hours of notice.
- Government action – MeitY and DoT directed to block infringing websites and URLs.
- Transparency – Platforms to disclose details of sellers/uploaders behind the misuse.
Why This Judgment Matters
This ruling is significant because it:
- Strengthens the legal recognition of personality rights in India
- Links personality rights to privacy, dignity, and fundamental rights
- Addresses AI-driven misuse, setting a precedent for future cases involving deepfakes and online impersonation
- Places responsibility on intermediaries like Google and e-commerce platforms to act quickly on takedown requests
What’s Next?
The matter will be taken up again on 15 January 2026, where the Court may consider permanent relief and stronger enforcement mechanisms.
Conclusion
The Delhi High Court’s protection of Aishwarya Rai Bachchan’s personality rights marks a milestone in Indian jurisprudence. It sends a strong message that misuse of a celebrity’s identity—whether through deepfakes, AI manipulation, or unauthorized commercial exploitation—will not be tolerated.
This decision is likely to pave the way for more celebrities, influencers, and public figures to seek judicial protection against online impersonation and digital fraud.