AKSHAY KUMAR’S WIN: A LANDMARKFOR PERSONALITY RIGHTS

Bombay High Court Shields Akshay Kumar's Persona in the Age of Deepfakes

In another groundbreaking decision that signals the increasing alarm regarding the issue of

digital identity and AI abuse, the Bombay High Court has granted actor Akshay Kumar status

quo protection of his personality rights against unlicensed commercial and digital use. The

Court prohibited social media platforms, e-commerce websites, and AI creators of content to use his name, image, likeness, or voice without his authorization.

Justice Arif S Doctor mentioned the frightening increase in AI-based deepfakes, pointing out how hyper-realistic information poses a threat to the reputation of a person and dignity as well as the trust and safety of the population. The Court acknowledged the claim of the actor under Article 21 in support of his right to privacy and personal autonomy and used the

protection of the law, Copyright Act 1957 to enforce moral rights on the digital world.

The case highlights an important landmark in the Indian jurisprudence as the judiciary takes a forefront step to establish the boundaries of personality rights in the AI age and it establishes a groundbreaking precedent on the issue of AI, not only of celebrities, but of ordinary individuals.

Article by Adv. Akshatha Deepak