Bombay High Court Grants Suniel Shetty Interim Protection Over Misuse of His Image and AI Deepfakes

In a landmark move, the Bombay High Court has granted interim protection to veteran Bollywood actor Suniel Shetty, shielding him from unauthorized use of his image, AI-generated deepfakes, fake advertisements, and counterfeit merchandise. The court recognized that unchecked misuse of a celebrity’s likeness can inflict irreversible damage to reputation and dignity.

Shetty had filed a legal petition claiming his photographs and likeness were being misused by websites, social media accounts, and even gambling and real estate sites — often without his consent. He alleged that these usages not only distort his public persona but also threaten his contractual relationships and brand value.

The High Court responded by issuing a John Doe order, enabling action against unnamed parties who might be infringing on Shetty’s rights but have not yet been identified. It restrained the defendants from misusing his image in any form until the matter is adjudicated.

According to court documents, some of the alleged violations included:

• Deepfake images of Shetty — even alongside his grandchild — being circulated on social media.

• Use of his photos in fake advertisements, endorsements, and promotional materials by entities he has no association with.

• Instances of mismatch between his public persona and these fabricated uses, potentially harming his reputation.

The court noted the “clandestine and continuing nature” of these violations and emphasized that Shetty would suffer irreparable harm if not granted protection in the interim.

Interestingly, the bench expressed concern over how powerful tools like AI can be weaponized to distort reality. One remark during proceedings: “It was scary what people can do with unregulated use of AI.” 

This development is part of a growing trend of celebrities in India seeking to protect their personality rights — the control over their image, name, voice, and identity in the digital age. Notably, actress Aishwarya Rai Bachchan had already moved the Delhi High Court to safeguard her likeness from misuse.

While interim relief is granted, the court has yet to deliver a final verdict. The full hearing is scheduled for November.