AI deepfakes expose legal vacuum in India’s celebrity rights protection

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The rise of AI-generated material has intensified calls for a dedicated personality rights law to curb the misuse of such technologies

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Biman MukherjiPublished: 8:00pm, 27 May 2026A wave of AI-generated deepfakes and fake endorsements has pushed Indian celebrities, from cricket stars to Bollywood actors, towards the courts seeking stronger protection for their name, image, voice and likeness.

Lawyers say the litigation has exposed a widening gap in Indian law, with courts increasingly recognising personality rights even though the country lacks a dedicated statute to enforce them.

The campaign gained momentum last December, when Indian cricket legend Sunil Gavaskar secured a court order restraining multiple platforms from the unauthorised use of his name, likeness and voice through AI technologies.

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The decision, which broadened India’s legal scope around celebrity rights, has also intensified calls for a dedicated personality rights law that could curb the misuse of technologies such as artificial intelligence.

Gavaskar approached the Delhi High Court over misleading social media posts, the illegal sale of unauthorised merchandise and disparaging digital content, including obscene material, which he said threatened to damage his credibility as an iconic cricketer and commentator.

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Gavaskar became the first Indian sportsperson to secure court-backed protection for his personality and publicity rights, and several public figures, from politicians to Bollywood actors, have since approached the courts on similar grounds.

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