The Delhi High Court has issued an interim injunction in favor of Telugu film star Allu Arjun, preventing various entities from exploiting his name, image, and voice without authorization, including through AI and deepfake technologies. The court order came in response to a commercial suit filed by the actor against multiple defendants, accusing them of misusing his persona through the sale of unauthorized merchandise and dissemination of objectionable content, as well as cloning his voice using AI tools. Allu Arjun, known as the “Icon Star” of the Telugu film industry, has built a strong reputation over the years, with the court recognizing his iconic status and the distinctive attributes associated with him.
The court highlighted Allu Arjun’s successful career trajectory from a child artist to a nationally acclaimed actor, particularly citing the success of his films like “Pushpa: The Rise” and “Pushpa 2: The Rule.” It noted the actor’s unique dialogues and mannerisms that have contributed to his iconic image in the industry. Justice Gedela emphasized that the actor’s name, appearance, voice, and other attributes are exclusively linked to him, supported by his trademark registrations that grant legal protection. The court found the defendants prima facie guilty of exploiting the actor’s personality rights without authorization, leading to the grant of interim relief in Allu Arjun’s favor to prevent further harm.
The Delhi High Court’s order prohibits the unauthorized use of Allu Arjun’s identity for personal or commercial gain, encompassing various technologies like AI, machine learning, and deepfakes across digital and physical platforms. It also bans the sale of merchandise featuring his persona without consent and the creation of AI-generated content imitating him. Specific defendants were instructed to remove identified links and websites promptly, with intermediaries required to block any infringing content upon notification. The court directed compliance affidavits to be filed within three working days and scheduled further hearings to address the matter comprehensively.
