Delhi HC Restrains Unauthorised Use of Vijay Deverakonda’s Persona
The Delhi High Court has restrained the unauthorised use of Vijay Deverakonda’s name, voice, and image, ordering the removal of AI deepfakes.
In a landmark move to combat the rising threat of digital impersonation, the Delhi High Court has stepped in to protect superstar Vijay Deverakonda from the unauthorised use of his identity. The court has issued a restraining order against the misuse of the actor's name, image, and voice, specifically targeting the growing menace of AI deepfakes and face-morphing technology.
The legal intervention comes after the actor raised serious concerns regarding the commercial exploitation of his persona and the circulation of highly objectionable content created through artificial intelligence.
Crackdown on AI Deepfakes and Morphing
The actor approached the court alleging that his likeness was being used without consent in ways that were not only commercially unauthorised but also deeply damaging to his reputation. Specifically, Deverakonda highlighted the circulation of AI-generated and morphed videos that portrayed him in obscene, vulgar, and objectionable situations.
Recognising the severity of the situation, Justice Vikas Mahajan observed that the actor had established a strong case for the protection of his personality rights. The court noted that the potential damage to his image and persona was a real apprehension and that such injuries might not be adequately compensated by monetary damages alone.
Strict Orders for Social Media and Online Platforms
To ensure immediate relief, the Delhi High Court has issued a series of stringent directives to major technology players and government bodies:
- Social Media Giants: Meta, Google, and X (formerly Twitter) have been directed to remove and permanently take down identified content, including videos, reels, posts, and accounts that imitate or misuse the actor's persona.
- Online Marketplaces: These platforms must remove infringing links within 72 hours of receiving the court order.
- Domain Registrars: They have been ordered to lock and suspend specified domains within a 72-hour window.
- Government Intervention: The Ministry of Electronics and Information Technology (MeitY) and the Department of Telecommunications (DoT) have been directed to issue necessary notifications to block or remove access to listed websites.
What is Protected?
The interim restraint is comprehensive, covering a wide array of the actor's distinctive attributes. This includes:
- Names: Variations such as "Vijay Deverakonda", "Vijay Devarakonda", and "Vijay Sai Deverakonda", as well as his initials "VD".
- Visuals and Audio: Voice recordings, signatures, photographs, movie stills, and his unique fashion style.
- Performances: His specific acting performances and mannerisms.
Note: The court declined to grant an injunction on the standalone use of the word "Rowdy", stating that further evidence would be needed to prove it has become exclusively associated with the actor. However, using an AI-morphed image of the actor alongside the word "Rowdy" will fall under the protection of this order.
The Road Ahead
The court has permitted online platforms to seek clarification from the actor regarding specific URLs to ensure the order is applied correctly. Furthermore, websites or accounts that are not primarily infringing may approach the court to seek modifications to the injunction, provided they undertake not to violate his rights.
The defendants have been issued notices and are required to file their replies within four weeks. The matter is scheduled to be heard by the Joint Registrar on December 3, with the next major court hearing set for February 2, 2027.