Delhi High Court Protects Ajay Devgn’s Identity, Orders Swift Takedown of Deepfakes and Unauthorised Use

| Published: Friday, November 28, 2025, 12:05 [IST]

In a landmark move that strengthens the legal shield around celebrity identity, the Delhi High Court has stepped in to protect Ajay Devgn from the rampant misuse of his name, image, and likeness in the digital space. As AI-generated deepfakes, unauthorised merchandise, and false endorsements continue to rise, the court issued an interim order directing the immediate removal of obscene deepfake content and restricting platforms from exploiting Devgn’s personality without consent. The ruling not only offers relief to the actor but also sets a crucial precedent in India’s evolving fight against digital impersonation.

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A Strong Legal Push Against Deepfake Misuse

The Delhi High Court’s ruling comes amid growing concerns over the misuse of Ajay Devgn’s identity through AI-driven deepfake technology. Justice Manmeet Pritam Singh Arora restrained multiple platforms from using the actor’s images, voice, or likeness without permission. The action was prompted by allegations that unauthorised parties were distributing obscene, fabricated videos and exploiting Devgn’s persona for commercial gain.

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The Case That Triggered the Court’s Intervention

Represented by Advocate Pravin Anand, Devgn’s legal team outlined widespread misappropriation–from AI-generated explicit visuals to online stores selling merchandise such as caps, T-shirts, stickers, and posters using his image without permission. The petition also highlighted false promotional activities where platforms advertised paid appearances by Devgn, misleading fans and profiting illegally from his reputation as a widely endorsed, family-friendly star.

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Court’s Stand: Obscene Content Must Go, Fan Pages Get Leeway

While the court ordered an immediate takedown of deepfakes and obscene content, it clarified that general images or harmless fan content cannot be removed without hearing all involved parties. Justice Arora noted that “some leeway must be given to fan pages,” distinguishing between malicious impersonation and genuine admiration. However, the judge questioned why Devgn’s team hadn’t first complained to platforms like YouTube–signalling that future cases may require pre-reporting before legal action.

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AI, Copyright, and the Fight for Digital Rights

The petition also raised a significant modern concern: the use of copyrighted material to train AI systems without consent. Devgn’s team argued that using clips from his performances to generate deepfakes violates both his moral rights as an artist and his trademark rights tied to the name ‘Ajay Devgn.’ This aspect pushes the case into a broader debate about digital ethics and creators’ rights in the age of machine learning.

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A Wider Pattern of Celebrity Protection

The ruling aligns with earlier High Court decisions protecting the personality rights of major figures such as Sri Sri Ravi Shankar, Nagarjuna, Aishwarya Rai Bachchan, Abhishek Bachchan, and Karan Johar. With more celebrities approaching courts to safeguard their persona from technological misuse, India is witnessing the emergence of a stronger legal framework around publicity rights.

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What the Verdict Means for the Digital Future

By ordering platforms to disclose subscriber details and remove harmful content promptly, the court underscored that the commercial use of any individual’s identity–celebrity or otherwise–requires explicit permission. The decision reinforces the principle that personality rights stem from the Right to Life under Article 21 of the Constitution. As deepfake technology grows more sophisticated, this verdict stands as an essential guardrail against identity theft, AI-generated misinformation, and unauthorised monetisation of public personas.

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