đ bollywood Celebs Demand Personality Rights Amid Deepfake Threats
As deepfake technology and AI-generated content rise, bollywood stars are increasingly seeking legal protection for their identity. Here's a detailed breakdown of the growing concern and the industry's response:
đ Rising Deepfake Threat in Bollywood
Use of deepfake tech and AI has surged, creating highly realistic fake videos and endorsements.
Celebs are becoming targets of manipulated content, damaging reputation and leading to financial losses.
Deepfakes involve replacing a personâs face or voice in a video to create misleading content.
These videos often look shockingly real, making detection difficult without technical tools.
âïž Celebrities Turning to Courts
Aishwarya Rai filed a petition against websites misusing her image (e.g., aishwaryaworld.com).
Abhishek Bachchan moved Delhi High court on Sept 10, demanding protection of publicity rights.
Earlier, amitabh bachchan (2022) had sought legal safeguards against misuse of his identity.
Celebs like anil kapoor and jackie shroff have also filed suits against unauthorized use of their likeness.
đ Impact of Deepfakes
Causes reputational damage, especially if videos involve false endorsements or controversial content.
Financial losses from fake promotions and counterfeit merchandise.
Promotes online trolling, cyberbullying, and even incitement to violence.
đ§ What is Deepfake?
Deepfakes are AI-generated media that mimic real people using deep learning models.
Can be photo, audio, or video formats, created to deceive or manipulate.
Content is often used for fraud, misinformation, or unauthorized branding.
đ€ Personality Rights Explained
Protects a celebrityâs name, voice, image, signature, and persona from unauthorized use.
Enshrined under Articles 19(1)(a) & 21 of the indian Constitution.
Considered a key element of intellectual property and commercial control.
Growing importance as public figures' digital identity becomes a monetized asset.
đą Legal Experts React
Lawyers note a sharp rise in pre-emptive inquiries from celebs about safeguarding rights.
Courts are now seen as proactive in granting relief against misuse of celebrity identity.
Conclusion:
 With deepfake risks on the rise, bollywood stars are fighting back with legal tools to protect their image, voice, and brand value â making personality rights a new legal frontier in the wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital era.
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