New Delhi, January 2, 2026

In a significant ruling reinforcing the legal protection of personality and publicity rights in the digital age, the Delhi High Court has granted interim relief to Andhra Pradesh Deputy Chief Minister and popular film actor Pawan Kalyan by restraining multiple websites and online platforms from using his name, image, voice, or likeness for commercial purposes without his consent. The order reflects the judiciary’s growing concern over the misuse of public figures’ identities through emerging technologies such as artificial intelligence and deepfake tools.

The order was passed by Justice Manmeet Pritam Singh Arora while hearing a plea filed by Kalyan, who alleged unauthorised commercial exploitation of his personality attributes by various online entities. The court restrained 14 defendants, including unidentified “John Doe” parties and several e-commerce platforms, from using Kalyan’s personality traits in any form, particularly through AI-generated content and deepfake technology, until the next date of hearing.

In its order dated December 22, the court observed that the balance of convenience lay firmly in favour of the plaintiff. It noted that the continued availability of the infringing content would cause “irreparable injury” to Kalyan, warranting immediate judicial intervention. The court emphasised that once such content is circulated online, the damage to reputation and personal autonomy is difficult, if not impossible, to reverse.

The high court took note of the fact that Pawan Kalyan is not only a widely recognised actor with a massive fan following but also a serving Deputy Chief Minister of Andhra Pradesh. As a public figure occupying a constitutional position, his name, image, voice, and likeness carry significant commercial and reputational value. The court recorded that these attributes were allegedly being used by the defendant entities without his authorisation to sell merchandise and promote products for commercial gain, either directly or through third-party e-commerce platforms.

According to the plea, several websites and online sellers were using Kalyan’s images and personality traits embedded in AI-powered software on their webpages. These tools allegedly enabled the generation or manipulation of content resembling the actor-politician, thereby creating a false impression of endorsement or association. The court observed that such unauthorised use amounted to commercial exploitation of Kalyan’s personality and prima facie violated his right to publicity.

Justice Arora noted that the misuse of personality attributes through artificial intelligence and deepfake technology raises serious legal and ethical concerns. The court acknowledged that AI-generated content has the potential to mislead consumers, harm reputations, and erode an individual’s control over their own identity. In this context, the court found it necessary to extend protection to Kalyan’s personality rights, at least at the interim stage, to prevent further misuse.

Apart from restraining the defendants from using Kalyan’s name, image, and likeness for commercial purposes, the court also addressed concerns related to impersonation on social media platforms. Kalyan had expressed apprehension that certain social media accounts were impersonating him, potentially misleading the public into believing that the accounts were officially associated with him.

Taking note of this concern, the court directed that such accounts must clearly and prominently disclose their status by adding a description stating “fan account” in their profiles. This direction was aimed at ensuring transparency and preventing deception, while also balancing the rights of fans to express admiration with the public figure’s right to control his identity.

The matter has been listed for further hearing on May 12, when the court is expected to examine the defendants’ responses and consider whether the interim protections should be made permanent or modified.

The ruling adds to a growing body of jurisprudence recognising and enforcing personality rights, also known as publicity rights, in India. The right to publicity is the right of an individual to protect, control, and commercially exploit their name, image, likeness, voice, and other distinctive personal attributes. While this right is not expressly codified in Indian statutes, courts have increasingly recognised it as an extension of the right to privacy and the right to life and personal liberty under Article 21 of the Constitution.

In recent years, the Delhi High Court has emerged as a key forum for adjudicating disputes related to personality rights, particularly in cases involving celebrities and public figures. With the rapid expansion of digital platforms, e-commerce, and AI-driven content creation, the unauthorised commercial use of celebrities’ identities has become more widespread, prompting courts to step in to fill the legal vacuum.

Pawan Kalyan is the latest in a long list of prominent personalities who have approached the Delhi High Court seeking protection of their publicity and personality rights. In recent months, the court has granted interim relief to several Bollywood actors and public figures, including Aishwarya Rai Bachchan, Abhishek Bachchan, and Jaya Bachchan, as well as actors Hrithik Roshan, Ajay Devgn, and R Madhavan. Filmmaker Karan Johar, singer Kumar Sanu, Telugu actor Akkineni Nagarjuna, and spiritual leader and Art of Living founder Ravi Shankar have also successfully sought similar protection.

Journalist Sudhir Chaudhary and podcaster Raj Shamani are among other notable figures who have approached the high court to restrain the unauthorised use of their names and likenesses, particularly in online advertisements, misleading videos, and AI-generated content. In most of these cases, the court has granted interim injunctions, recognising the potential for serious harm if such misuse is allowed to continue unchecked.

Legal experts say the Pawan Kalyan order is particularly significant because it addresses the use of artificial intelligence and deepfake technology, areas where the law is still evolving. By restraining the use of AI-generated content that exploits a public figure’s personality without consent, the court has sent a clear signal that technological innovation cannot be allowed to override fundamental rights.

The order also underscores the court’s willingness to hold e-commerce platforms accountable, at least at the interim stage, for content hosted or facilitated through their systems. While the final determination of liability will depend on the facts and arguments presented by the parties, the interim restraint highlights the judiciary’s proactive approach in preventing ongoing harm.

As digital impersonation, deepfakes, and AI-generated endorsements become more sophisticated and widespread, personality rights litigation is expected to increase. The Delhi High Court’s consistent stance in favour of protecting individual identity and reputation suggests that courts will continue to play a crucial role in shaping the legal framework governing the intersection of technology, commerce, and personal rights.

For public figures like Pawan Kalyan, whose careers span both entertainment and public service, such protection is especially vital. The high court’s order reaffirms that fame and public office do not dilute an individual’s right to control their own identity, and that unauthorised commercial exploitation—whether by humans or algorithms—will not be permitted under the law.