The proliferation of artificial intelligence tools has dramatically amplified the spread of digitally altered media, enabling bad actors to clone voices and superimpose faces onto videos that celebrities never shot. Confronting this evolving challenge just days before the scheduled theatrical arrival of his project 'Ranabaali', actor Vijay Deverakonda approached the Delhi High Court seeking legal protection against unauthorized commercial and digital exploitation of his identity. Taking serious note of the petition, the court stepped in to safeguard the actor's personality rights against misleading impersonation and digital tampering.
Judicial Directives Against Personality Misuse
Presiding over the matter, Justice Vikas Mahajan restrained any unauthorized commercial exploitation of Vijay Deverakonda's name, likeness, vocal characteristics, and distinct persona attributes without his prior consent. The High Court specifically directed tech majors including Meta, Google, and X to permanently pull down all identified content, including manipulated videos, reels, posts, user profiles, and digital channels that allegedly imitate or exploit the actor's distinctive traits. The court acknowledged that unmonitored digital mimicry poses an imminent threat to an individual's personal standing and proprietary brand.
Strict 72-Hour Deadline for Content Removal
To ensure prompt compliance, the bench established a strict 72-hour window for digital intermediaries, service providers, and relevant stakeholders to take corrective measures upon receiving a copy of the judicial order. Online marketplace entities are required to delist and delete flagged links within this 72-hour window. Domain name registrars have simultaneously been instructed to lock and suspend identified domain names exploiting the artist's brand within the same timeframe. The legal shield extends well beyond his face and image, explicitly covering variations of his name including 'Vijay Deverakonda', 'Vijay Devarakonda', 'Vijay Sai Devarakonda', and the initials 'VD'.
Government Action and Assessment of Irreparable Harm
The court directed the concerned ministry to issue appropriate instructions to internet service providers and telecom operators, ensuring that access to the flagged rogue portals is blocked or terminated within 72 hours of receiving the order. Additionally, all concerned intermediaries and parties must submit compliance affidavits before the court within two weeks.
In its judicial assessment, the court noted that the actor had established a prima facie case for the protection of his personality rights, with the balance of convenience firmly resting in his favor. Justice Mahajan observed that the potential harm inflicted upon an artist's goodwill and dignity cannot be adequately compensated through monetary damages alone. Deverakonda had moved the court highlighting the unauthorized commercial usage of his voice, photograph, and persona, voicing severe distress over AI-generated media depicting him in allegedly obscene, vulgar, and objectionable settings.
