Landmark Ruling Protects Rohit Shetty‘s Personality Rights Against Deepfake Exploitation
Mumbai, October 14, 2025 - In a significant victory for celebrity rights adn a crucial step in addressing the burgeoning threat of AI-generated deepfakes, the Bombay High Court has issued a sweeping injunction protecting the personality rights of renowned filmmaker and actor Rohit Shetty.The ruling, delivered by Justice Doctor, underscores the judiciary’s commitment to safeguarding individual dignity and commercial interests in the digital age. This case sets a powerful precedent for how Indian courts will approach the increasingly complex legal challenges posed by artificial intelligence and its misuse.
The lawsuit stemmed from the proliferation of AI-generated images and videos falsely depicting Mr. Shetty and his family in compromising and misleading scenarios. These deepfakes were disseminated across major social media platforms, including those operated by Meta and X Corp, and were ofen linked to dubious commercial ventures like online gambling sites, astrology services, and unauthorized endorsements. Mr. Shetty sought protection under Article 21 of the Constitution (right to life with dignity) and the Copyright Act, 1957, arguing the deepfakes constituted a severe violation of his personality rights, privacy, and commercial goodwill.
A “Lethal Combination” of Technology and Malice
Justice Doctor’s order powerfully characterized the issue, describing the creation and distribution of these deepfakes as “a lethal combination of a depraved mind and the misuse of technology, resultantly causing harm to the plaintiff’s personality rights.” This phrasing highlights the court’s understanding of the intentional and malicious intent frequently enough behind deepfake creation, moving beyond simply viewing it as a technological issue.
The court unequivocally stated that the unauthorized creation and uploading of deepfake images constitutes “a grave infringement not only of his personality rights but also of his right to live with dignity.” this is a critical affirmation of the essential right to control one’s own image and reputation, even - and especially - in the digital realm. The ruling recognizes that the exploitation extends beyond mere commercial damage, impacting an individual’s fundamental right to a dignified existence.
Broad Injunction & Platform Accountability
The court issued a extensive injunction restraining seven identified defendants – including individuals (john Doe/Ashok Kumar), websites (MyBhavishyavaani, Iceposter.com, PaisaWapas.com,WallpaperCave.com, BCGame.co.in), and a service provider (Tring.co.in) – from utilizing Mr. shetty’s name, image, voice, likeness, signature, or any other identifiable attribute in any medium, including AI-generated content, deepfake videos, voice cloning, and even within metaverse environments.
Crucially, the court also directed Meta Platforms and X Corp to proactively remove all infringing content identified in the lawsuit and to establish a robust process for responding to future takedown requests from mr. Shetty’s legal team. Furthermore, they were ordered to provide subscriber and seller data to aid in identifying the perpetrators behind the deepfake creation and distribution.
Expedited Relief & Public Interest
Recognizing the potential for “irreversible harm and injury,” Justice Doctor granted the injunction ex parte – without requiring prior notice to the defendants. This demonstrates the court’s understanding of the speed at which deepfakes can spread and the urgency of containing their damage. The judge emphasized that a delay in issuing the injunction would render it ineffective. The court also found that Mr. Shetty had established a strong prima facie case, and that the balance of convenience overwhelmingly favored the plaintiff.
The ruling also invoked rule 3(1) of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, reinforcing the duty of social media platforms to prevent the hosting of misleading, obscene, or impersonating content. This underscores the legal obligation of these platforms to actively monitor and remove harmful content.
Precedent & The Growing Threat of Deepfakes
Mr. Shetty’s counsel, Dr.Birendra Saraf, successfully argued the case by referencing a growing body of legal precedent recognizing personality rights, citing previous cases involving prominent figures like Asha Bhosle, Arijit Singh, Anil Kapoor, Jackie Shroff, Aishwarya Rai Bachchan, and Karan Johar. This demonstrates a consistent judicial trend towards protecting the rights of public figures in the face of unauthorized exploitation.
The court acknowledged Mr. Shetty’s significant public profile – spanning over three decades in the film industry, a significant social media following, and numerous brand endorsements – and highlighted the potential for the unauthorized use of his likeness to mislead the public into believing in false endorsements. The order explicitly stated that this exploitation not only harms Mr. Shetty’s commercial interests
