Vijay Deverakonda Moves Delhi HC to Protect Personality Rights
Actor Vijay Deverakonda moves Delhi High Court against fake endorsements, AI manipulation, and unauthorised use of his image and name.
Popular actor Vijay Deverakonda has approached the Delhi High Court to safeguard his personality and publicity rights. The actor is seeking legal protection against the unauthorised use of his name, image, and other personal attributes, which are allegedly being exploited through fake endorsements and impersonation.
Allegations of Fake Endorsements and AI Misuse
The plea was heard briefly before Justice Vikas Mahajan. Representing the actor, Senior Advocate Swathi Sukumar highlighted several ways in which Deverakonda's identity is being misused. According to the legal counsel, the actor has been targeted by individuals posing as his agents to facilitate fraudulent endorsements.
The legal action addresses several alarming modern threats, including:
- Commercial Exploitation: The unauthorised use of the actor's images and personality traits on various types of merchandise.
- Digital Manipulation: Concerns regarding the rise of AI-generated content and the digital manipulation of the actor's photographs.
- Impersonation: Individuals falsely claiming to represent the star for various purposes.
- Offensive Content: The use of the actor's persona in connection with obscene, offensive, or abusive material.
Advocate Sukumar informed the court that following the filing of the suit, some of the offending URLs had already been taken down.
Court Issues Summons
The Delhi High Court has issued summons in the suit and a notice regarding the application for an interim injunction. Justice Mahajan observed the matter and stated that the court would pass an order on the application seeking interim relief.
A Growing Trend of Celebrity Rights Litigation
Deverakonda's move comes at a time when Indian courts are increasingly dealing with cases involving the protection of personality and publicity rights for public figures. High-profile celebrities across various industries have successfully sought such protections to prevent the commercial exploitation of their likeness.
Notable precedents include:
- Amitabh Bachchan: Protected against the unauthorised use of his name, voice, and image.
- Anil Kapoor: Granted protection for his name, likeness, and distinctive expressions.
- Other Celebrities: Similar claims have been handled involving stars like Tabu, Rajinikanth, Allu Arjun, Kajol Devgan, and cricketers such as Yuvraj Singh and Sunil Gavaskar.
The legal landscape is expanding to cover singers like Arijit Singh and Sonu Nigam, as well as public figures and entrepreneurs, as the digital age makes identity theft and unauthorised commercial use more prevalent.