The Delhi High Court has taken up a matter concerning the protection of the personality rights of Telugu actor Nagarjuna Akkineni, responding to allegations of unauthorized use of his name, likeness, and other personal attributes. The case arises in the context of digital and commercial platforms where the actor’s persona was being exploited without his consent, prompting him to seek legal recourse to prevent further misuse.
During the hearing, Justice Tejas Karia noted the seriousness of the unauthorized use and indicated that the court would be willing to direct the removal of content from specific URLs once they are identified. The actor’s counsel, Advocate Pravin Anand, outlined three major areas where Nagarjuna’s personality rights were allegedly infringed. First, pornographic websites were using the actor’s name and likeness without authorization, creating potential harm to his reputation and public image. Second, merchandise, including t-shirts and other products, was being sold bearing the actor’s personal attributes without his consent, raising issues of commercial exploitation. Third, AI-generated content, including YouTube videos, was being created using Nagarjuna’s likeness and name, often accompanied by paid promotions, advertisements, and hashtags, again without any authorization from the actor.
The legal relief sought by Nagarjuna in this case aligns with precedents set in similar matters involving Bollywood actors, such as Aishwarya Rai Bachchan and Abhishek Bachchan. In those cases, the Delhi High Court had granted protective measures against unauthorized exploitation of personal attributes, restraining entities from using names, images, or likenesses in commercial or digital media. The court recognized that technological tools like Artificial Intelligence could create realistic reproductions of actors, which could be misused in ways that harm their reputation, privacy, and commercial interests.
The Court’s approach emphasizes that personality rights encompass both the commercial and reputational interests of public figures. By granting relief to Nagarjuna, the High Court aims to prevent further unauthorized exploitation of his likeness and ensure that digital platforms, AI-generated media, and commercial entities adhere to legal restrictions. This includes removal of infringing content and restraint on future unauthorized use.
The Court’s intention to issue orders once the infringing URLs are identified underscores its proactive stance in protecting public figures against misuse in the digital era. The decision highlights the judiciary’s role in balancing technological innovation with the protection of individual rights, ensuring that public figures like Nagarjuna retain control over the commercial and personal use of their identity while preventing harm to their reputation and economic interests.
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