10 Sep 2025: Bollywood actor Abhishek Bachchan has approached the Delhi High Court seeking protection of his personality rights, including his name, image, voice, and likeness, from unauthorized commercial use. The move highlights the growing trend of celebrities seeking legal recourse to safeguard their public identity from misuse in advertisements, social media campaigns, and AI-generated content.
Abhishek Bachchan’s petition argues that his persona is a valuable intellectual property and should not be exploited without his consent. He stated that various entities have been misusing his image and name for commercial gain without authorization, misleading the public and infringing on his privacy.
What the Petition Seeks
The actor has requested the court to issue a permanent injunction preventing any person, company, or platform from using his likeness, name, or voice for advertisements, merchandise, or digital content without prior approval. The petition also addresses the rising threat of deepfakes — AI-generated videos or images that can manipulate a celebrity’s face or voice — which can mislead audiences and damage reputation.
Growing Trend Among Celebrities
Abhishek’s move follows similar actions by other actors such as Amitabh Bachchan, Anil Kapoor, and Jackie Shroff, who have also obtained court orders in the past protecting their personality rights. With the advent of generative AI and social media virality, safeguarding a celebrity’s identity has become a crucial legal and ethical issue.
Legal Experts’ Views
Lawyers say that personality rights fall under the broader ambit of the right to privacy and protection of reputation. “The courts are increasingly recognizing the commercial value of celebrity identity. Unauthorized use not only affects financial interests but also moral rights,” said a Delhi-based intellectual property lawyer.
Implications for Brands and Content Creators
If granted, this protection will serve as a precedent for other public figures and could make it mandatory for brands and advertisers to obtain written consent before using a celebrity’s persona. Content creators, meme pages, and marketing agencies will also need to be cautious about using celebrity images for promotional purposes.
Abhishek Bachchan’s Stand
The actor has not made a public statement yet, but sources close to him suggest this step is not about limiting fan engagement but about preventing misuse for profit or spreading misinformation.
Conclusion
As digital content consumption grows, so does the potential for unauthorized exploitation of celebrity identity. Abhishek Bachchan’s case could be a landmark in defining the scope of personality rights in India and setting stricter guidelines for their enforcement.
Summary:
Abhishek Bachchan moves Delhi High Court seeking protection of his personality rights against unauthorized commercial use, including AI deepfakes, marking another major step by Bollywood celebrities to safeguard their identity.