The Delhi High Court has granted interim protection to the personality rights of actor Nandamuri Taraka Rama Rao Jr, popularly known as NTR Jr, restraining the unauthorised commercial use of his name, image, voice and other distinctive attributes. The court made it clear that any form of exploitation through artificial intelligence (AI) or deepfake technology—whether for advertisements, promotions or digital content—would be impermissible in law.
Justice Manmeet Pritam Singh Arora, while hearing a plea filed by the actor, passed an interim order restraining multiple defendants, including unidentified websites and online platforms, from violating the actor’s personality rights until the next date of hearing. The court observed that a public figure’s identity constitutes a legally protected asset, and its misuse can cause serious harm to both reputation and economic interests.
Rising challenges posed by AI and deepfakes
In his petition, the actor highlighted that the rapid spread of AI-based tools in the digital ecosystem has significantly increased the risk of deepfakes, enabling the replication of a celebrity’s face, voice and mannerisms to create misleading or objectionable content. Such misuse, the plea argued, not only damages the artist’s public image but also deceives consumers and audiences.
The High Court acknowledged these concerns, noting that technological advancement must be accompanied by robust judicial safeguards. It underlined that courts cannot remain passive when emerging technologies are misused to exploit an individual’s identity for profit or notoriety.
What are personality rights?
Personality rights refer to an individual’s exclusive rights over the commercial and non-commercial use of their name, image, likeness, voice, signature, style and other identifiable traits. Indian courts have consistently held that infringement of these rights implicates the right to privacy, right to reputation, and protection against unauthorised commercial exploitation, particularly when such use is without consent and motivated by profit.
A balanced judicial approach
The court also pointed out that the anonymity of the internet often emboldens violators, making interim relief essential to prevent immediate and irreparable harm. At the same time, it indicated that issues of liability and permanent directions would be examined in detail at the final hearing.
By granting temporary restraint, the High Court sought to strike a balance between protecting individual rights and allowing due process to unfold against both identified and unidentified entities operating in the digital space.
A precedent for the entertainment industry
Legal experts believe the order sets an important precedent for the entertainment industry and public figures at large. While Indian courts have earlier recognised and enforced celebrity personality rights, this ruling carries special significance in the context of AI and deepfake technologies. It serves as a technology-specific warning that innovation cannot be used as a shield for rights violations.
The road ahead
The court has directed the defendants to comply with the interim order and listed the matter for further hearing. Until then, any unauthorised commercial use of NTR Jr’s name, image, voice or identity attributes will remain prohibited.
The ruling sends a clear message beyond the film industry: in the digital age, protection of identity is as critical as protection of physical property, and misuse of emerging technologies to exploit personal identity will invite strict judicial scrutiny.
