The digital masquerade met its match on Friday when the Bombay High Court stepped in to guard actor Suniel Shetty’s identity from misuse in the age of artificial intelligence. The court granted urgent interim relief to the veteran star, forbidding the circulation of AI-generated images, fake endorsements, and counterfeit merchandise bearing his likeness.
Justice Arif S. Doctor described the material presented before the court—obscene AI-generated visuals featuring Shetty and his family—as “a lethal blend of depravity and technological misuse,” warning that such acts could shred both dignity and reputation.
Shetty had invoked Article 21 of the Constitution, which protects personal liberty and dignity, along with his moral rights under the Copyright Act. His plea outlined a career spanning over 100 films and more than three decades, coupled with a digital following of over 13 million—assets now weaponized against him through deepfakes, cloned voices, and bogus social media accounts.
Represented by Senior Advocate Birendra Saraf, Shetty contended that his name, voice, and image had been hijacked to endorse products and messages without consent. The court agreed that such fabrications not only tarnished his public image but also deceived the public into believing in false affiliations.
“The unauthorized creation and dissemination of deepfake content strike at the core of an individual’s right to live with dignity,” Justice Doctor stated, adding that AI-generated impersonations of Shetty and his family were a clear invasion of privacy.
In a strong deterrent move, the court issued a John Doe order—allowing action against unidentified offenders who might continue spreading or creating such content. Meta Platforms and X Corp were directed to erase all infringing material within a week and to furnish the details of those responsible for uploading it whenever sought.
The interim injunction restrains any person or platform from using Shetty’s image, name, or voice in any AI-generated form, be it video, audio, or merchandise. The matter is scheduled for further hearing on November 17.
Through this order, the court not only shielded one actor’s identity but also sent a clear signal that technology cannot be allowed to trespass upon human dignity.
