Indian Court Protects Actor Vijay Deverakonda's Personality Rights from AI

The Delhi High Court has granted actor Vijay Deverakonda an interim injunction, prohibiting the unauthorized use of his personality attributes, including his image and name, through AI-generated deepfakes, impersonation accounts, and merchandise. The order is effective until the next hearing date on February 2, 2027.

The court directed social media platforms, e-commerce marketplaces, and government agencies to remove infringing content. This includes instructions for platforms like Meta, Google, and X, as well as marketplaces such as Flipkart and Amazon, to take down specified content within 72 hours.

The injunction extends beyond the specifically listed URLs and covers any unauthorized exploitation of Deverakonda's name, voice, image, or other identifiable traits. The court specifically acknowledged the potential misuse of technologies like artificial intelligence and deepfakes.

The court found that Deverakonda had made a prima facie case for protection of his personality rights, recognizing his exclusive rights for commercial purposes. This protection also extends to potentially damaging and derogatory content. However, an injunction against the use of the nickname "Rowdy" alone was not granted without further clarification.