Mumbai: The Bombay High Court on Thursday protected the personality rights of actor
Samantha Ruth Prabhu, ordering major digital platforms like
Google and Meta to take down AI deepfakes, derogatory material, and unauthorized content misusing her name, image, and voice.
Justice Madhav Jamdar observed in his order that her pleadings in her suit and contentions prima facie showed a violation of her personality and publicity rights through non-consensual AI-generated deepfakes and morphed content.
She had filed a suit and sought protection against the unauthorised creation and dissemination of AI-generated, morphed and deepfake content using her identity.
“The plaintiff’s personality rights and publicity rights are protected by Article 19(1)(a) of the Constitution of India, that is, the right to freedom of speech and expression, as also by Article 21 of the Constitution of India, that is, the right to life and personal liberty, including the right to privacy and the right to human dignity, and her moral rights as a performer are separately protected under Section 38B of the Copyright Act. Thus, all these valuable rights of the plaintiff are violated and adversely affected by the impugned actions of the defendants,” the HC order said.
