Why in News: Delhi HC protected Aishwarya Rai, Abhishek Bachchan, and Karan Johar from AI deepfake misuse, extending judicial push on personality rights.
Definition & Scope
- Protects identity traits: name, likeness, image, voice, gestures, signature, catchphrases.
- Rooted in Article 21 (privacy, dignity, autonomy).
- Common law: privacy, defamation, passing off.
Statutory framework:
- Copyright Act, 1957 – performers’ rights (Sec. 38A, 38B).
- Trade Marks Act, 1999 – registration of names/signatures.
- Passing off (Sec. 27 TM Act) – protects goodwill of unregistered marks.
- Autonomy principle: control over commercial/public portrayal.
Judicial Protection
- R. Rajagopal (1994) – privacy as fundamental right.
- Rajinikanth case (2014) – celebrity persona = proprietary right.
- Anil Kapoor (2023) – injunctions against AI misuse, memes, “jhakaas.”
- Jackie Shroff (2024) – ban on AI chatbots using likeness.
- Arijit Singh (2024) – voice cloning banned.
- Delhi HC 2025 – Aishwarya Rai, Abhishek, Johar protected vs deepfakes.
- Reliefs granted: interim injunctions, damages, takedown of links, URL blocking.
- Significance: Courts adapting doctrines to AI & digital era.
Limits & Balance with Free Speech
- Art. 19(1)(a): satire, parody, criticism, reporting protected.
- DM Entertainment (2010) – parody exempt; dolls selling restrained.
- Digital Collectibles (2023) – public domain use not infringement.
- Test applied: commercial exploitation vs genuine expression.
- Principle: Free speech cannot extend to false endorsement, dilution, tarnishment.
Concerns
- Fragmented framework, no codified law.
- Overreach risk → chilling satire/art.
- AI threat → deepfakes, impersonation, fraud.
- Women disproportionately targeted (deepfake porn).
- Enforcement difficulties → global platforms, cross-border misuse.
Way Forward
- Comprehensive legislation defining scope & exceptions.
- Digital governance tools: watermarking AI outputs, swift takedowns.
- Gender-sensitive provisions for deepfake abuse.
- Awareness campaigns: identity misuse harms ordinary citizens too.
- Balance: Protect dignity & autonomy while preserving creativity & public interest.
UPSC Relevance
GS-II: Fundamental Rights (Article 21 – privacy & dignity), Judicial activism, Freedom of Speech vs Right to Privacy.
GS-III: Impact of AI & digital technologies
Mains Practice Question
Q. With the rise of AI and deepfakes, courts in India are increasingly safeguarding personality rights. Discuss the scope, judicial evolution, and challenges of personality rights in India. How can these be balanced with freedom of expression? (10 marks, 150 words)