New Delhi: The Delhi High Court has ordered the takedown of deepfakes, fake endorsements and objectionable online content in a personality rights case filed by Aman Gupta, co-founder of boAt Lifestyle and judge on Shark Tank India.
Justice Tushar Rao Gedela passed the interim order after hearing Gupta’s plea alleging unauthorised commercial exploitation of his identity across digital platforms.
Plea Raised Concerns Over AI-Generated Content and Fake Promotions
According to the petition, Gupta alleged that his name, image, voice, likeness and trademarked catchphrases were being misused without consent through AI-generated deepfakes, fake advertisements, misleading endorsements, unauthorised merchandise and fraudulent event-booking services.
The plea also claimed that certain websites and online platforms were falsely associating him with objectionable and explicit content, causing reputational harm.
Court Signals Protection of Personality Rights
During the hearing, the Delhi High Court indicated that it would grant interim protection to Gupta’s personality and publicity rights while clarifying that not every meme or harmless social media content would necessarily require removal.
The court’s order adds to a growing number of personality rights cases concerning misuse of celebrity identities through AI-generated content and deepfake technology.
Case Highlights Rising Concerns Over AI Misuse
Legal experts say the matter reflects increasing concerns over the misuse of artificial intelligence tools for creating fake endorsements, impersonation and deceptive commercial content involving public personalities.
The case is also expected to contribute to evolving legal standards around personality rights and digital identity protection in India.