The Delhi High Court has granted interim protection to former cricketer and current Head Coach of the Indian men’s cricket team, Gautam Gambhir, restraining multiple entities and unidentified individuals from misusing his name, image, and persona through AI-generated content, deepfakes, and unauthorised merchandise.
The suit was filed by Gambhir Gambhir, alleging widespread misuse of his personality across social media platforms and e-commerce websites, where AI-generated videos, morphed images, and fabricated statements were being circulated for commercial gain and online engagement. The Bench of Justice Jyoti Singh noted that such content not only misrepresented the plaintiff but also caused reputational harm and diluted his commercial value.
Recognising the growing threat of digital impersonation, the Court issued an ex parte ad interim injunction directing social media platforms and e-commerce intermediaries, including Amazon, Flipkart, Google and Meta, etc, to take down infringing content and disclose details of those responsible within 36 hours of receiving the order.
It also restrained individuals from creating or circulating any content using Gambhir’s persona without consent.
Emphasising the legal protection afforded to celebrity identity, the Court has restrained from using or exploiting Gautam Gambhir’s name, image, voice, likeness, or any aspect of his persona through AI, deepfakes, or any digital means without consent. It observed that “the Plaintiff has a right to protect his name, likeness and all other attributes of his personality and no third party has a right to use these attributes without his consent.”
The Court further held that unauthorised use of such identity elements leads to exploitation and reputational harm, noting that “the infringing content… is continuing to cause harm and damage to Plaintiff’s formidable goodwill and reputation.”
Appearances
Plaintiff- Mr. Jai Anant Dehadrai and Ms. Srutee Priyadarshini, Advocates.
Defendants- Mr. Manas Raghuvanshi, Advocate for D-11. Mr. Varun Pathak, Ms. Sana Banyal and Ms. Nitya Nath, Advocates for D-13. Ms. Mamta Rani, Mr. Rohan Ahuja, Ms. Shrruttima Ehersa and Ms. Aiswarya Debadarshini, Advocates for D-15. Mr. Gaurav Barathi, SPC with Mr. Debasish Mishra, GP and Mr. Chirantan Priyadarshan, Advocates for D-16 and 17.
