AI deepfakes expose legal vacuum in India’s celebrity rights protection

Indian celebrities, including cricketers and Bollywood actors, are increasingly taking legal action due to a surge in AI-generated deepfakes and fake endorsements. This litigation highlights a significant gap in Indian law, as courts are recognizing personality rights despite the absence of a specific statute. The issue gained prominence in December when cricket legend Sunil Gavaskar obtained a court order to prevent unauthorized use of his name, likeness, and voice via AI. Lawyers note that these cases demonstrate a growing need for stronger legal protections for celebrities' name, image, voice, and likeness in India.