Salman Khan Seeks Legal Shield Over Misuse of His Persona
Salman Khan’s legal team has filed a comprehensive suit targeting several known and unknown individuals—referred to legally as “John Does”—who have allegedly been using the actor’s persona for promotions, product sales, and commercial endorsements without approval. Justice Manmeet Pritam Singh Arora is scheduled to hear the matter, signaling the urgency and gravity of the issue.
In today’s rapidly expanding digital ecosystem, celebrity identities have become vulnerable to misuse, especially with the rise of AI tools capable of cloning voices, replicating images, and generating deepfake videos. Salman Khan’s plea highlights the necessity for stronger legal boundaries to prevent unauthorized commercialization of celebrity identities.
Growing Trend of Celebrities Approaching Courts for Personality Rights
Salman Khan is not alone in this fight. Just days prior, noted Telugu superstar Nandamuri Taraka Rama Rao Jr. (NTR Jr.) approached the Delhi High Court seeking similar protection. Justice Arora instructed social media and e-commerce platforms to treat NTR Jr.’s plea as a formal complaint under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.
This increasing trend showcases how celebrities are turning to the judiciary as misuse of their images, voices, and brand identity skyrockets across social platforms, AI engines, and online marketplaces.
Delhi High Court’s Stance on Personality Rights Strengthens
In recent months, various benches of the Delhi High Court have delivered several notable rulings safeguarding the personality rights of influential public figures. Among those granted protection include:
Sri Sri Ravi Shankar, founder of The Art of Living Foundation
Telugu icon Nagarjuna
Bollywood stars Aishwarya Rai Bachchan and Abhishek Bachchan
Acclaimed filmmaker Karan Johar
These rulings collectively strengthen the legal framework around publicity rights and persona protection, setting a strong precedent for future cases.
Court Interventions Extend to AI-Generated and Misleading Content
Justice Arora has recently taken strong action in cases involving AI-generated deceptive content, reflecting the judiciary’s awareness of evolving technological threats.
One such case involved journalist Sudhir Chaudhary, who sought protection against fake, manipulated, and AI-generated videos circulating online. The court acknowledged the reputational risks stemming from such content and granted him immediate relief.
Similarly, podcaster and entrepreneur Raj Shamani received a John Doe order protecting his personality rights. The court noted that his wide recognition in India’s content creation landscape made him vulnerable to impersonation and misuse.
The Larger Issue: Why Protecting Personality Rights Matters Today
With the explosion of digital media, deepfake technology, and AI-driven content creation, celebrities face unprecedented challenges. Unauthorized use of their persona not only distorts their public image but also causes:
Commercial loss
Brand dilution
Potential defamation
Consumer deception
Violation of privacy and identity rights
Salman Khan’s legal move comes at a crucial time when brands, individuals, and digital creators can effortlessly replicate or exploit a celebrity’s likeness.
A Step Toward Stronger Digital Accountability
As Salman Khan’s plea heads to the courtroom, the outcome is expected to influence ongoing discussions about:
Digital ethics
Content authenticity
Accountability of social media platforms
User-generated content regulations
Stronger enforcement under IT Rules 2021
If the court grants his request, it will not only protect Salman Khan but also establish a new benchmark for all public personalities navigating identity misuse in the digital age.
Conclusion: A Landmark Case in India’s Evolving Digital Law Landscape
Salman Khan’s decision to approach the Delhi High Court reflects a growing need for stringent legal protection against the unauthorized use of celebrity identity. As more public figures seek judicial intervention, the Indian legal system is steadily shaping a stronger, more defined framework around personality rights, digital safety, and identity protection.
This case may soon become a cornerstone in safeguarding celebrity personas in an AI-driven world—ensuring that their voice, image, and identity remain theirs alone.
