How often have you come across a video of your favorite star “endorsing” a product online? Now, how many of those do you think were genuine with their consent, and how many were completely fake? Yes, personality rights matter. Sometimes, it’s even worse: a deepfake video of them doing or saying things they never did. Sounds scary, right? For celebrities, this isn’t a one-off nightmare, it’s a daily reality.

Today’s stars aren’t just actors, athletes, or artists, they’re living, breathing brands. Their face, voice, and even signature hold massive influence. However, with that influence comes a significant risk: in the digital age, their identity can be stolen, manipulated, and sold in seconds. From shady merch shops to AI-generated fakes, celebrity exploitation has become a global problem, and at the heart of it all lies one powerful safeguard: personality rights.

What Are Personality Rights?

Personality rights are legal protections that safeguard an individual’s identity, including their name, image, likeness, voice, and overall persona from unauthorized use. Unlike copyright, which covers creative works, personality rights belong to the person themselves.

For celebrities, these personality rights are vital because their identity is directly tied to their career, reputation, and commercial value. Unauthorized usage can mislead the public, damage trust, and dilute the value of legitimate endorsements.

The Growing Challenge in India

Recent cases highlight how urgent this issue has become.

• Abhishek Bachchan filed a petition in the Delhi High Court to block websites and remove AI-generated fake content using his likeness for selling unauthorized merchandise.
• Aishwarya Rai Bachchan took legal action against a website falsely claiming to be her “official” page while selling products with her photos.
• Karan Johar received a permanent injunction from the Bombay High Court against the unauthorized use of his name and persona in a film and promotional material.

These are not isolated incidents. From Bollywood stars to cricketers, Indian celebrities are increasingly targeted by digital exploitation, be it in fake ads, deepfakes, or unauthorized regional flex boards plastered across towns.

Indian courts, recognizing the seriousness of this misuse, have extended protection under Article 21 (Right to Life and Privacy), the Copyright Act, and tort principles such as passing off and misappropriation of goodwill. Importantly, courts have also started issuing “John Doe” orders and injunctions against unknown future infringers, making enforcement stronger and more proactive.

Why Is This A Pressing Issue?

We’ve all seen it: a local salon or shop proudly displaying a poster with a famous actor or actress on their nameboard. And we all know one thing for sure: the celebrity never gave permission. Just because it’s a small business doesn’t make it fair use. In reality, using a celebrity’s picture without consent for commercial purposes is intellectual theft and it demands active monitoring and strict enforcement.

The risks are wide-ranging:

• Fake endorsements – Misleading people into believing a celebrity supports a product.
• Unauthorized merchandise – Selling goods under a celebrity’s name or image without approval.
• AI manipulation – Deepfakes and synthetic media that create highly realistic but false content.
• Regional misuse – Random use of celebrity photos on posters, banners, and local ads without consent.

These practices don’t just harm the celebrity; they also mislead fans, undercut brands with genuine contracts, and damage trust across the entire ecosystem.

When Can You Legally Use a Celebrity’s Photo?

• Editorial/News Reporting: Using a celebrity’s photo in a genuine news article, interview, or review (without implying endorsement).
• Fair Use: Limited use for commentary, criticism, parody, or education (e.g., a film critic using a movie still).
• Licensed/Authorized Use: When brands or media obtain written consent or licenses from the celebrity/photographer.
• Personal Non-Commercial Use: Sharing a celebrity picture on your personal, non-commercial social media (as a fan, without misleading endorsement claims).

How BLOCK X is Fighting Against Misuse of Personality Rights?

BLOCK X is fighting this battle through a blend of legal enforcement and digital monitoring with the help of our techno-legal experts.

1. Active Monitoring: Scanning online platforms, social media, e-commerce stores, and even physical spaces for misuse.
2. Takedown Notices: Issuing legal notices to platforms like Google, YouTube, and Meta for swift removal of infringing content.
3. Blocking Orders: Working with courts to block websites hosting fake celebrity content.
4. AI & Deepfake Detection: Deploying tools to identify manipulated media before it spreads.
5. Regional Enforcement: Tracking unauthorized flex banners, posters, and hoardings in local markets and taking legal action.

Beyond Celebrities: Rights for Everyone

It’s important to note that personality rights are not limited to public figures. Every individual has the right to control their identity. Unauthorized use of your photo, name, or likeness, even if you’re not famous, can still be challenged under privacy and defamation laws.

The rise of AI deepfakes makes this a universal concern. Courts have begun to recognize that protecting digital identity is part of protecting dignity itself. India does not yet have a dedicated deepfake or personality rights statute, but existing laws such as the IT Act, Digital Personal Data Protection Act (2023), and defamation provisions under the IPC offer strong remedies. With judicial activism, celebrities and individuals alike are gaining stronger safeguards, along with help for protection from top anti-piracy companies like BLOCK X.

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