In a significant development, the Bombay High Court has indicated that it will pass an order directing the removal of online content that violates Kartik Aaryan’s personality rights. Justice Sharmila Deshmukh confirmed that appropriate directions will be issued, marking a crucial step in the actor’s legal battle against digital misuse.
Kartik Aaryan approached the court after discovering widespread misuse of his identity across online platforms. His legal team, led by Senior Counsel Birendra Saraf, highlighted instances where his name, image, and likeness were being used without consent–ranging from advertisements to merchandise and even AI-generated videos.
One of the most serious concerns raised in court involved AI-generated deepfake content. According to his counsel, some of these videos were not just misleading but also “scandalous,” potentially harming the actor’s reputation. The court acknowledged these concerns, especially as such content continues to grow rapidly across digital platforms.
The plea also pointed to the unauthorised sale of merchandise using Kartik Aaryan’s identity. From branded products to promotional campaigns, several entities allegedly used his name and image for profit. Importantly, the actor’s legal team emphasized that his name holds trademark value, making such usage a direct violation of his rights.
The lawsuit names multiple Indian and international e-commerce platforms, social media intermediaries, and several unidentified “John Doe” entities. Kartik has sought a permanent injunction to stop them from using his photographs, voice, or likeness for commercial gain, including through emerging technologies like AI.
Kartik Aaryan joins a growing list of celebrities taking legal action to protect their identity. Stars like Amitabh Bachchan, Aishwarya Rai Bachchan, Salman Khan, Karan Johar, and Kumar Sanu have already secured similar protections. Recently, even veteran singer Asha Bhosle received court backing against AI misuse of her voice.
Personality rights allow individuals to control how their identity–name, face, voice, or image–is used publicly and commercially. These rights combine privacy protection and publicity rights, ensuring celebrities are not exploited through fake endorsements, deepfakes, or unauthorised branding.
With the court indicating a favorable stance, a formal order is expected soon. This could lead to immediate takedowns of infringing content, stricter accountability for platforms, and possibly disclosure of those behind such misuse. The case could also set a strong precedent for how Indian law handles AI-driven identity violations in the future.
Kartik Aaryan’s legal move goes beyond personal protection–it reflects a larger shift in Bollywood’s approach to digital identity. As AI and deepfake technology evolve, this case could redefine how celebrity rights are enforced in India’s online space.
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