Mumbai (Commonwealth Union)_ In a significant attempt to protect her personal identity, Bollywood diva Aishwarya Rai Bachchan has approached the Delhi High Court, seeking legal protection against the unauthorized use of her name, photos, and likeness on various digital and commercial platforms. Aishwarya, one of India’s most famous faces, is challenging what she and her legal team call the flagrant abuse of her public image for profit, misinformation, and, in some cases, sexually explicit content developed using artificial intelligence. This development comes at a time when a growing number of Indian celebrities are turning to the courts to protect what are legally referred to as “personality rights.” In recent weeks, the Delhi High Court has heard similar pleas from actor Abhishek Bachchan and filmmaker Karan Johar, all raising concerns over the unauthorized exploitation of their identities.
Also read: Vijay’s Private Jet Flights Are Raising Eyebrows
Why Aishwarya went to court?
Aishwarya’s legal counsel, Senior Advocate Sandeep Sethi, argued before the court that several websites and commercial platforms were using the actress’s name and photos on products such as T-shirts, mugs, and posters without her consent. Beyond merchandise, the misuse extended to digital spaces, where AI-generated and manipulated images of Rai were being circulated. These included morphed or obscene images, designed to look like her, which Sethi described as deeply disturbing and a violation of her dignity. “It’s not just about money,” Sethi told the court. “It’s about misleading the public, damaging reputations, and violating an individual’s basic right to control how their image is used.” Some websites had even presented themselves as “official” pages of the actress, further complicating matters for fans and consumers trying to separate genuine content from fake.
Also read: The Musical Genius Who Defined Generations: Ilayaraja’s 50-Year Journey Celebrated in Style!
Court responds with interim relief
Justice Tejas Karia, who heard the matter, agreed that the allegations raised serious concerns. The court issued interim measures to prevent further exploitation of Rai’s identity and required platforms to take down unauthorized content to the extent that specific URLs were provided. Mamta Rani, Google’s advocate, focused the court on the fact that content will be taken down only if specific URLs are submitted in a takedown request. The court indicated that it recognized this requirement and suggested to Rai’s legal team that, if they wished content to be taken down on the platforms, they could submit specific URLs or follow the Indian Blocking and Screening Instructions (BSI) process. Justice Karia also acknowledged that if multiple parties were involved in the misuse, separate injunctions could be issued against each, unless a common order could apply to all.
Also read: Narain Karthikeyan Reveals Why Ajith Belongs in an F1 Film Remake
Official protection granted
In a judgment delivered on September 11, the Delhi High Court ruled in favor of Rai, recognizing her right to protect her image and identity from being misused for commercial or other inappropriate purposes. The court’s decision expressly bars any person or platform from utilizing Rai’s name, likeness, or qualities without her permission, whether for commerce, digital material, or deceptive advertising. It also recognized her long-standing contributions to the Indian entertainment industry, as well as her work as a brand ambassador for various worldwide companies, emphasizing her image’s financial and reputational significance. The next hearing in the matter has been scheduled for January 15, 2026, at which point new instructions may be issued.
A growing concern in Bollywood
Aishwarya Rai is not alone in her legal battle. Her spouse, actor Abhishek Bachchan, also filed an identical complaint shortly after, claiming that his name and character had been misused online. The court granted him the same safeguards. Moreover, filmmaker Karan Johar also joined suit, claiming that similar unlawful use of his persona was diluting his professional reputation. These cases show a growing trend in India’s legal system to recognize and protect “personality rights,” especially in this era of AI, deepfakes, and viral disinformation.
What are personality rights?
Personality rights refer to an individual’s legal power to control the commercial and public use of their identity, whether they are celebrities or not. This includes their name, appearance, voice, signature, and even mannerisms. It is also referred to as the “right of publicity,” because it prohibits others from using your personal brand for profit or fraud without your consent. These rights are particularly significant for public figures whose image is economically valuable. When misused, the consequences can range from lost endorsement deals to reputational damage, as well as more significant personal and psychological trauma. Unlike copyrights, which protect creative works, and trademarks, which protect brands, personality rights protect the individual, including their face, voice, and story.
A new kind of battle in the digital age
For celebrities such as Aishwarya Rai Bachchan, the courtroom has become an important battleground, not just for economic reasons, but to safeguard their dignity and identity against an increasingly twisted and expansive digital world. Hence, legal checks are quickly becoming the major line of defense against the rampant exploitation of likenesses, with modern AI systems capable of cloning faces and voices with the touch of a button in minutes. However, the judicial statement is clear: a person’s identity is not the property of the public. So, in an evolving legal landscape, more attention must be paid to identity law, and Aishwarya Rai Bachchan’s case may set the tone for India’s treatment of issues regarding digital rights and personal protection for years to come.
