Indian celebrities are filing lawsuits to protect their likenesses from AI-generated deepfakes and unauthorized endorsements [1, 2].
These legal challenges highlight a critical gap in the Indian judicial system, which currently lacks a dedicated statute to protect a person's name, image, voice, and likeness [1, 3]. Without a formal law, public figures must rely on case-by-case litigation to prevent the commercial exploitation of their identities [1, 3].
The push for stronger protections gained momentum in December 2023 [1]. Since then, lawsuits have been filed in 2024, primarily within the Delhi High Court and other Indian courts [1, 2].
Among those seeking protection is Gautam Gambhir, a two-time ICC white-ball World Cup champion [2]. Gambhir, who has received the Arjuna Award and Padma Shri, is among the high-profile figures pursuing legal remedies against the use of AI deepfakes [2]. Other cricket legends, including Sunil Gavaskar, have also been central to the campaign to establish these rights [1].
Legal representatives for these celebrities said the current legal vacuum leaves them vulnerable to sophisticated AI tools that can mimic their voices and appearances with high precision [1, 3]. Because India does not have a comprehensive personality-rights law, the courts are currently tasked with defining these protections through individual rulings [1, 3].
This trend reflects a growing global tension between rapid AI development and the existing legal frameworks designed to protect individual identity. As deepfake technology becomes more accessible, the demand for a statutory framework, rather than a series of judicial precedents, continues to grow among India's most visible citizens [1, 3].
“India lacks a dedicated statute for personality rights”
The transition from case-by-case litigation to a formal statutory framework would signal a major shift in how India handles intellectual property and individual privacy. By attempting to codify personality rights, India would be addressing the specific challenges posed by generative AI, potentially creating a legal blueprint for other nations facing similar gaps in their digital-age legislation.
