Bollywood icon Aishwarya Rai Bachchan approached the Delhi High Court on Tuesday, demanding urgent action to protect her personality rights against the unauthorized use of her name, image, and likeness on online platforms. The actor’s plea targets a range of defendants, including websites, e-commerce platforms, and social media channels, accused of exploiting her identity for commercial gain, often through AI-generated pornographic content and deepfake technology.
Represented by senior advocate Sandeep Sethi and lawyers Pravin Anand, Ameet Naik, and Dhruv Anand, Rai argued that her name, voice, image, distinctive dialogue delivery, and signature style are being misappropriated without consent. “Defendants are using AI and deepfake technology to create sexually explicit videos and images, tarnishing her reputation,” the plea stated, highlighting the circulation of “completely unreal intimate photographs” online. Sethi told the court, “Her likeness is being used to satisfy perverse desires and for commercial products like T-shirts and mugs, which is deeply unfortunate.”
Justice Tejas Karia, hearing the case, indicated he would issue an ad-interim order to caution the defendants, signaling potential relief for Rai. The suit names platforms like aishwaryaworld.com, apkpure.com, bollywoodteeshop.com, kashcollectiveco.com, and Etsy, as well as a YouTube channel, a chatbot platform (jainatorai.com), and Google LLC, alongside the Union Ministry of Electronics and Information Technology and the Department of Telecommunications.
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The plea underscores the violation of Rai’s publicity rights, which encompass the right to control and profit from one’s image and likeness. It argues that the defendants’ actions, driven by commercial motives, not only exploit her identity but also malign her reputation through “unwholesome and unsavory” content. The case, set for further hearings on November 7 before the court’s joint registrar and January 15, 2026, highlights the growing menace of deepfake technology and unauthorized commercial use of celebrity personas.
Rai’s legal battle reflects a broader struggle faced by public figures in the digital age, where AI-driven misuse of identity poses significant ethical and legal challenges. The outcome of this case could set a precedent for protecting personality rights in India, as Rai seeks to reclaim control over her image and safeguard her legacy from exploitation.
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