The Delhi High Court has announced plans to safeguard Telugu actor Allu Arjun’s personality and publicity rights from unauthorized use on digital platforms. Justice Tushar Rao Gedela, presiding over the case, indicated that an interim order would be issued to prevent the misuse of the actor’s identity without consent, including his name, voice, and likeness. The court considered the actor’s plea, despite initial concerns about jurisdiction due to the geographical distance between Delhi and Telangana, the actor’s home state.
Senior advocate Swathi Sukumar, representing Allu Arjun, highlighted the alarming extent of unauthorized exploitation, especially through AI-driven tools, such as the sale of unauthorized merchandise and the circulation of obscene content featuring the actor. The court was informed about a mobile app allowing users to interact with an AI-generated version of Allu Arjun through video calls, raising concerns about potential fraudulent activities through impersonation. Certain defendants have taken action upon receiving the complaint, as revealed during the court proceedings.
In a suit seeking injunction against multiple defendants, including intermediaries and commercial entities, accused of profiting from the unauthorized use of the actor’s persona, the Delhi High Court is expected to issue a detailed interim order to prevent further misuse of Allu Arjun’s personality rights across various platforms. This case adds to a series of high-profile personalities, including cricketers, spiritual leaders, and actors, seeking legal protection against the unauthorized use of their identities, likenesses, or AI-generated replicas.
