The Bombay High Court has granted ex parte interim protection to actor Akshay Kumar, protecting his personality rights against the unauthorised use of his name, image, and likeness through artificial intelligence (AI) and deepfake content. Justice Arif S. Doctor directed multiple social media platforms and e-commerce websites to immediately remove and disable access to all infringing material.
The order came in a suit filed by the actor seeking protection of his personality rights, moral rights, and right to privacy under Article 21 of the Constitution, as well as under the Copyright Act, 1957.
The plaintiff argued that Actor’s persona, cultivated over a distinguished career spanning more than 35 years and over 150 films, had become uniquely identifiable with his name, image, and screen identity “Akshay Kumar.” The actor’s global recognition, coupled with a massive digital following, and multiple brand endorsement and national awards, demonstrated his immense goodwill and public association with his persona.
The actor alleged rampant misuse of his identity through AI-generated deepfakes, morphed videos, voice cloning, and unauthorized merchandise across platforms like YouTube, Instagram, Facebook, and e-commerce websites. One viral “Maharshi Valmiki” trailer falsely depicted him in a religious role, triggering protests and reputational harm. Other instances included fake videos promoting betting apps, obscene AI images, and impersonation accounts.
Justice Arif S. Doctor, after reviewing the record, expressed grave concern over the realistic nature of deepfakes and the potential societal harm they cause. The Court observed that the dissemination of fabricated videos showing the plaintiff making communal statements or misrepresenting religious figures was deeply alarming and posed “a grave threat to public order and to the safety and well-being of the plaintiff and his family.”
Holding that the harm was immediate and irreparable, the Court granted an ex parte injunction, restraining several identified and unidentified online platforms from:
• Using, reproducing, or imitating any aspect of the plaintiff’s persona, including his name “Akshay Kumar,” image, voice, likeness, signature, or distinctive mannerisms, through AI-generated or manipulated content.
• Passing off goods, services, or advertisements as being endorsed by or associated with the plaintiff.
• Manufacturing, selling, or advertising merchandise or digital content exploiting the actor’s persona.
Further, major social media intermediaries, Meta (Facebook, Instagram), X Corp., and Google LLC, were directed to remove or disable access to all infringing content listed in the plaint within one week of receiving the order. E-commerce sites such as Redbubble, Etsy, and Flipkart were similarly ordered to take down infringing listings and provide identifying details of the sellers or uploaders involved. The domain registrars of the websites Jammable.com and Opedia.ai were instructed to disclose ownership and registration data to assist the plaintiff in identifying further violators.
Finding that defendants’ actions amounted violation of the plaintiff’s constitutional right to life and dignity, the Court held that the urgency and gravity of the situation justified immediate ex parte relief.
The matter is listed for further hearing on 12 November 2025.
Appearances
Dr. Birendra Saraf, Senior Advocate with Mr. Janay Jain, Monisha Mane Bhangale, Bijal Vora, and Chandragupta Patil, instructed by Parinam Law Associates, for the Plaintiff.
