New Delhi: Telugu cinema superstar Nandamuri Taraka Rama Rao Jr (NTR Jr) has moved the Delhi High Court seeking judicial protection of his personality and publicity rights, citing rampant unauthorised use of his name, image, and likeness across social media platforms and e-commerce websites.
The plea, filed through senior advocate J Sai Deepak, contends that NTR Jr’s identity and reputation—built through years of professional work and goodwill—are being commercially exploited without his consent. The actor has alleged that several online platforms are hosting posts, advertisements, merchandise listings, and digital content that misuse his persona for profit, misleading the public and infringing upon his legal rights.
Court Directs Platforms to Act Swiftly
The matter came up for hearing before Justice Manmeet Pritam Singh Arora, who directed social media intermediaries and e-commerce platforms to treat the actor’s petition as a formal grievance under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.
The court ordered the platforms to take appropriate action—either by removing, disabling, or restricting the infringing content—within three days of receiving the complaint. The case has been listed for further hearing on December 22, when the court is expected to pass a detailed order.
Allegations of Widespread Digital Misuse
During the hearing, counsel for NTR Jr argued that his celebrity status makes him particularly vulnerable to digital misappropriation. The petition highlights instances where his photographs, video snippets, voice clips, and name were allegedly used to promote products, services, and misleading content without authorisation.
The actor maintains that such misuse not only causes commercial loss but also risks reputational damage and public deception, especially in an era where artificial intelligence, deepfakes, and manipulated media are increasingly being deployed.
Legal Basis: Personality and Publicity Rights
Personality rights, also known as publicity rights, allow individuals—particularly public figures—to control the commercial use of their identity. Indian courts have consistently recognised that a person’s name, image, voice, or likeness cannot be used for commercial gain without explicit consent.
Advocate Deepak stressed that NTR Jr’s right to control and monetise his persona is an extension of the constitutional right to privacy and dignity, and any unauthorised use amounts to unlawful enrichment by third parties.
Reliance on Previous Delhi HC Precedents
Justice Arora referred to earlier rulings of the Delhi High Court, including a similar case filed by actor Ajay Devgn, where the court had clarified that affected individuals must first approach digital platforms for takedown before seeking judicial intervention.
Following that established protocol, the court adopted a balanced approach—ensuring prompt relief to the actor while allowing platforms to follow statutory grievance redressal mechanisms.
Rising Trend of Celebrity Protection Petitions
NTR Jr is the latest in a growing list of public figures who have approached the Delhi High Court seeking protection of their identity in digital spaces. In recent months, the court has entertained and granted interim relief to personalities including:
- Aishwarya Rai Bachchan
- Abhishek Bachchan
- Jaya Bachchan
- Hrithik Roshan
- Ajay Devgn
- Karan Johar
- Kumar Sanu
- Akkineni Nagarjuna
- Sri Sri Ravi Shankar
- Sudhir Chaudhary
- Raj Shamani
In many of these cases, courts have ordered platforms to take down infringing content and issued broad injunctions to restrain future misuse.
Growing Judicial Focus on Digital Identity Protection
Legal experts say the case reflects a broader shift in Indian jurisprudence, as courts respond to challenges posed by social media virality, influencer marketing, AI-generated content, and online impersonation.
With celebrities increasingly becoming digital brands, courts are emphasising that personality rights deserve the same protection as intellectual property. The Delhi High Court’s approach aligns India with global standards, reinforcing that consent remains central to any commercial use of identity.
What Lies Ahead
The Delhi High Court will revisit the matter on December 22, when it may issue wider directions or injunctions depending on the platforms’ compliance reports. The outcome could further strengthen the legal framework governing celebrity rights and digital platform accountability in India.
For now, NTR Jr’s petition serves as another strong signal that personality rights are firmly entrenched in Indian law—and that unauthorised digital exploitation will face strict judicial scrutiny.
