The Bombay High Court has issued interim relief to Bollywood star Suneil Shetty against the circulation of AI-generated deepfake images depicting him and his family in obscene ways on social media. The court described the content as a dangerous mix of immorality and technology misuse. Justice Arif Doctor, handling Shetty’s case, emphasized that the material represented a severe violation of Shetty’s rights to privacy and dignity as per Article 21 of the Constitution. The judge also highlighted how the fake content falsely implied Shetty’s endorsement of gambling sites and other businesses, misleading the public.
The court emphasized that the creation and dissemination of deepfake images without consent not only infringe on Shetty’s personal rights but also undermine his right to live with respect. Such actions can lead to false perceptions of association or approval, constituting misrepresentation, goodwill misappropriation, and consumer deceit.
Due to the serious nature of the situation and the potential for lasting harm, Justice Doctor granted immediate relief without prior notice, stating that any delay would defeat the purpose of the injunction. Social media platforms like Meta and X Corp were instructed to promptly remove all offending content identified by Shetty within a week and disclose the details of the individuals responsible for uploading the material to the actor’s legal team.
Shetty’s legal team, including advocates Janay Jain, Monisha Mane Bhangale, Bijal Vora, and Tamanna Meghrajani, filed the plea seeking protection for the actor’s moral and personal rights against unauthorized AI-generated imagery, false promotions, and impersonations on social media. The complaint cited numerous instances of misuse, such as counterfeit endorsements and products featuring Shetty’s likeness.