Bollywood Actor Protects Against AI Deepfakes and False Endorsements

The Bombay High Court has issued urgent protection to Bollywood actor Suniel Shetty, safeguarding his personality rights against the misuse of AI-generated deepfakes, false endorsements, and counterfeit merchandise. Following allegations of unauthorized creation of digital images and false endorsements, Shetty sought protection under his moral and copyright rights. Senior advocate Birendra Saraf argued that these actions violated his privacy and dignity, based on his long career and endorsement deals. The court ordered the restraining of unauthorized digital creations, including deepfakes and fake profiles, to mitigate the risks to his reputation. To combat this emerging threat, the court granted a John Doe order, limiting access to Shetty’s digital identity. The case is scheduled for further hearing.

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