Could posting a selfie with a Bollywood celebrity land you in legal trouble? With the rise of deepfakes and AI – generated content, the answer might soon be yes. In recent weeks, leading stars such as Karan Johar, Aishwarya Rai Bachchan, and Abhishek Bachchan have approached the Delhi High Court to secure their personality rights.
What Are Personality Rights?
Personality rights, often called publicity rights, give individuals control over the use of their name, image, voice, or even signature gestures. These rights ensure that a celebrity can profit from their fame through endorsements, while stopping others from misusing their identity for personal or commercial gain.
The Legal Gap in India
Unlike countries such as the US, Germany, or Japan, India does not have a dedicated law for personality rights. Instead, judges rely on common law and existing statutes like copyright, trademark, and constitutional rights to address cases. This has led to inconsistent rulings and growing calls for clearer, codified laws.
Celebrities Taking Legal Action
In the past, many Bollywood icons have fought legal battles over misuse of their identity. In 2023, Anil Kapoor sued multiple platforms for exploiting his image and even his iconic phrase “jhakaas”. Jackie Shroff also won protection against unauthorized use of his name and likeness. The first notable case, however, dates back to 2002, when singer Daler Mehndi successfully stopped the sale of dolls made in his image.
Why the Issue Is Growing
With technology making it easier to create fake videos, voices and images, celebrities are more vulnerable than ever. Stars have raised concerns about fake websites, merchandise, absence AI content, and unauthorized endorsements damaging their reputation. Courts have stepped in to remove unlawful material, but damages already caused often go uncompensated.
The Global Perspective
In places like California and Tennessee, personality rights are protected by statutory law and can even be inherited by family members after death. For example, Elvis Presley’s estate continues to control the use of his image decades later. In contrast, Indian courts consider personality rights tied to privacy, which ends with the individual’s death.
The Call for Stronger Laws
Experts argue that India needs clear, codified personality rights to match the challenges of today’s tech – driven world. Codification could define heritability, add clauses for compensation, and create consistency. Others believe flexibility in current laws allows courts more room for interpretation. But with deepfakes and AI rapidly advancing, stronger safeguards may soon become a necessity.
Bollywood stars are leading the fight to protect identity in the digital age. As AI blurs the line between real and fake, the push for stronger personality rights in India highlights the urgent need for legal clarity. For now, awareness and enforcement remain key tools for celebrities – and perhaps, in the future, for everyone.
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