Indian film star Vijay Deverakonda has successfully obtained judicial protection against the unauthorized exploitation of his persona through artificial intelligence and digital manipulation. The Delhi High Court issued an interim directive ordering various digital platforms to remove any unauthorized media that misrepresents the actor's likeness, voice, or identity.
The legal action targets the growing trend of generative artificial intelligence being used to create deceptive deepfake videos and images of public figures. Legal representatives for the Tollywood actor approached the court to safeguard his publicity rights and prevent commercial exploitation without his consent.
Under the court's instructions, internet intermediaries and social media networks must promptly take down infringing material upon receiving notice. The presiding bench also directed the defendants named in the lawsuit to submit formal responses within a four-week window.
The judicial order specifically addresses the actor's association with the term "Rowdy," which serves as a popular brand and moniker associated with his fanbase and merchandise line. The court ruled that while individuals remain free to use the word independently in everyday conversation, it cannot be commercially coupled with his visual likeness without authorization.
The protection of celebrity publicity rights has increasingly come before Indian courts in recent years as digital alteration technology becomes more accessible. Several prominent film personalities have sought similar judicial remedies to prevent unauthorized merchandising, voice cloning, and deepfake imagery from misleading the public.
Further proceedings and hearings are scheduled to take place as the litigation progresses through the judicial system. The court will continue to evaluate the scope of the digital safeguards and determine whether permanent measures are necessary to protect the actor's identity rights.
Reporting based on coverage first published by The Times of India. Read the original report at The Times of India.
