Bombay HC grants Suniel Shetty protection from AI deepfakes and false endorsements : Bollywood News
The Bombay High Court has stepped in to protect the personality rights of Bollywood actor Suniel Shetty following allegations of abuse via AI-generated deepfakes, fake endorsements and counterfeit merchandise, marking a significant development in celebrity rights and digital security in India.
Bombay HC grants Suniel Shetty protection against deepfakes and fake AI mentions
Court grants urgent protection to Suniel Shetty
Justice Arif S, MD of the Bombay High Court, granted emergency interim protection to Suniel Shetty after the actor approached the Court, citing misuse of his name, image, likeness and other unique aspects of his personality. Shetty argued that these acts were a violation of his fundamental right to privacy and dignity under Article 21 of the Constitution, as well as his moral rights under the Copyright Act, relying on his illustrious three-decade-long film career and endorsement deals with major brands.
Deepfakes and fake approvals: a new threat
Senior lawyer Birendra Saraf, representing Shetty, described how the star’s digital presence, followed by more than 13 million fans online, was being misused through AI deepfakes, unauthorized advertisements and fake social media profiles. The Court observed that the AI-generated obscene images of Shetty and his family, along with false endorsements, were the product of a “depraved mind” misusing the technology and posed a risk to Shetty’s personal and professional reputation.
Protecting privacy and dignity
The Court ruled that such unauthorized creations not only infringe Shetty’s personality rights, but also constitute a serious invasion of privacy and an attack on fundamental rights. Justice Doctor pointed out that these acts could mislead the public by creating a false sense of approval, resulting in consumer deception and misappropriation of goodwill – essentially a classic case of “deception”.
Expanded Restrictions and John Doe Order
To combat the broad and anonymous nature of these violations, the Court issued a John Doe order, prohibiting unidentified parties from using Shetty’s persona in any form, including AI-generated content, deepfakes, cloned audio, or unauthorized merchandise. Major platforms such as Meta (Facebook/Instagram) and
The case is scheduled to be heard again on November 17.
Also Read: Suniel Shetty approaches Bombay High Court seeking protection of personality rights, cites fake photo with grandchild
BOLLYWOOD NEWS – LIVE UPDATES
Catch us for latest Bollywood News, New Bollywood Movies update, Box office collection, New Movies Release, Bollywood News Hindi, Entertainment News, Bollywood Live News Today & upcoming movies 2025 and stay updated with latest hindi movies only on Bollywood Hungama.
