By Malik 
New Delhi, September 11, 2025: The Delhi High Court has restrained multiple entities from using actor Aishwarya Rai Bachchan’s name, image, voice, and other personality attributes for commercial purposes without her consent. The court held that unauthorised exploitation of a celebrity’s persona not only causes commercial harm but also infringes upon their right to privacy and dignity.
The order was passed by Justice Tejas Karia in response to a petition filed by Aishwarya Rai, who alleged that several individuals and organisations were using her identity for illegal commercial purposes, including morphing her images with artificial intelligence into inappropriate content.
Court’s Directions
In its 16-page order, the court directed various entities to:
- Remove infringing URLs within 72 hours, including those on websites like aishwaryaworld.com and apkpure.com.
- Stop selling unauthorised merchandise such as coffee mugs, T-shirts, and posters bearing her name or image.
- Cease using her likeness on e-commerce platforms and promotional content without permission.
- Prevent chatbots and AI tools, including Janitor AI, from impersonating her voice or persona.
Key Observations by the Court
Justice Karia noted that misuse of a celebrity’s identity can mislead the public and create a false impression of endorsement.
“When the identity of a famous personality is used without their consent or authorisation, it may not only lead to commercial detriment to the concerned individual but also impact their right to live with dignity,” the court observed.
The next hearing in the matter is scheduled for January 15, 2026.
Broader Legal Context
The verdict comes a day after the same bench indicated that a similar order will be issued to protect Abhishek Bachchan’s personality rights. Over the past two years, the Delhi High Court has passed similar orders safeguarding the personality and publicity rights of several Bollywood veterans, including:
- Jackie Shroff (2024) – restraining unauthorised sale of merchandise and AI-generated videos.
- Anil Kapoor (2023) – protecting the use of his name, image, and signature catchphrase “Jhakkaas.”
- Amitabh Bachchan (2022) – preventing misuse of his voice, name, and likeness.
Significance of the Verdict
The court’s order reinforces the growing judicial recognition of celebrity personality rights in India, especially in the era of AI-generated deepfakes and online impersonation. This ruling sets a precedent for protecting individuals’ identity from unauthorised commercial exploitation.