Suniel Shetty approaches Bombay High Court over personality rights

Suniel Shetty, a veteran Bollywood actor, has approached the Bombay High Court to safeguard his personality rights due to the increasing misuse of deepfake technology

The actor's petition was prompted by a viral deepfake photo of him with his grandson that circulated widely on social media, raising concerns about unauthorized use of his image

Shetty is requesting that the court order the removal of his photos from websites and social media pages that use them for commercial purposes without his consent

This move by Shetty follows similar actions by other celebrities like the Bachchan family and Karan Johar, who have also sought legal protection for their personality rights

The issue of personality rights relates to protecting an individual's name, image, voice, and other personal characteristics from unauthorized commercial exploitation

The Bombay High Court has previously issued orders to protect the personality rights of other prominent figures, including legendary singer Asha Bhosle

The court's stance is that using AI tools to mimic a celebrity's voice or likeness without permission infringes on their identity rights

The case underscores the growing threat posed by deepfake technology and the need for stricter laws to safeguard celebrity privacy and reputation in India

Suniel Shetty's legal action is part of a broader trend of celebrities taking steps to control and profit from their identity in the digital age

The increasing prevalence of deepfakes highlights the challenges faced by public figures in maintaining control over their personal and professional image in an era of advanced digital manipulation