The Delhi High Court on Thursday said it will order an order protecting actor and entrepreneur Vivek Oberoi’s personality rights by barring him from using his name, likeness and identity without his consent.
Actor and entrepreneur Vivek Oberoi. (x)”Yes, we will order,” a bench of Justice Tushar Rao Gedela said as it took up the case to protect Oberoi’s personality rights. Oberoi accused him of impersonating her on social media by creating fake accounts using her name and picture, selling unauthorized merchandise and creating and promoting AI-generated content.
Oberoi’s lawsuit alleges AI and deepfake technology is being used to morph and superimpose his face to create offensive images. It added that some objectionable content is offensive, inappropriate and defamatory, and has the potential to commercially exploit its identity and reduce its market value.
“Just as a plaintiff [Oberoi] has control over the commercial use of his personality, name, image, likeness and other characteristics that are uniquely identifiable and associated with the plaintiff, no one may use and/or misappropriate and/or imitate any aspect of the plaintiff’s personality and/or exploit commercially in any manner without the consent and approval of the plaintiff.”
This year, the court upheld senior advocate Vikas Pahwa’s personality rights. Last year, it protected the personality and publicity rights of filmmaker Karan Johar and actors Akkineni Nagarjuna, Salman Khan, Ajay Devgn, Hrithik Roshan, Amitabh Bachchan, Jaya Bachchan, Abhishek Bachchan and Aishwarya Rai Bachchan.
