Kartik Aaryan Personality Rights Case: Court Steps In Over AI Misuse

Kartik Aaryan personality rights case highlights rising concerns over AI misuse, deepfakes, and unauthorised merchandise as the Bombay High Court signals action.

Image Credit - Instagram

The Kartik Aaryan personality rights case has taken a shocking turn because the Bombay High Court has indicated that it will issue an order to remove online content misusing his identity. Justice Sharmila Deshmukh heard the matter overall and acknowledged the concern raised about the unauthorised use of Kartik Aaryan’s name, image, and digital likeness.  

Kartik Aaryan reportedly approached the court seeking protection from many entities, like social media platforms and e-commerce websites. On top of that, there were also unknown people accused of exploiting his online identity. 

AI Misuse, Deepfakes Raise Serious Concerns

Image Credit - Instagram

The petition shows the way artificial intelligence is being used to create misleading and harmful content. The Kartik Aaryan personality rights plea mentions AI-generated videos and deepfake content that falsely connect the actor to fabricated cases. 

Some online content also shows him in an objectionable situation.  This situation raises concerns about damage to his situation. His legal team also argued that such misuse is misleading and affects Kartik’s public image and credibility. 

Concerns about extreme cases where AI-generated visuals of Kartik linked to controversial or criminal figures were also raised in the plea. Such incidents might seriously harm his reputation. 

This type of content can be more easily produced and circulated using the rise of deepfake technology. It raised an urgent question related to digital accountability. 

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Unauthorised Merchandise And Digital Exploitation

Image Credit - Instagram

Apart from fake content, the case also highlights the sale of using his name and image without consent. Products listed across major online platforms are an example of those.  

The petition also flags concerns related to AI-powered chatbots that can copy Kartik’s voice and personality. These tools can reproduce conversations to create a risk of misuse, like potential fraud or misleading interactions with fans. 

Kartik Aaryan has also requested an order to prevent all the accused from using his identity for commercial or promotional purposes. He also reportedly sought damages amounting to ₹15 crores for the alleged misuse of his identity and the harm to his reputation. 

Kartik reportedly requested the court to ensure such content is removed effectively at the time of reporting, without unnecessary delay or investigation to address such cases. He also requested the disclosures of the identities of anonymous offenders. 

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What Are Personality Rights?

It allows a person to control how their identity is used publicly and commercially. It also includes protection against misuse of his name, voice, image, and likeness.

These rights are usually divided into 2 parts: 

• Right of publicity: It protects a person against unauthorised commercial use, like advertisements or merchandise.
• Right to privacy: It saves someone from misuse that affects personal dignity. Deepfakes and fabricated content are examples of these rights violations.

Apart from Kartik Aryan, celebrities like Salman Khan, Abhishek Bachchan, and Kumar Sanu have also secured the same rights recently. Courts have also responded by understanding the need to prevent misuse of identity. 

The Bombay High Court has also granted protection to late veteran singer Asha Bhosle that restrict the unauthorised use of her identity. 

The result of the Kartik Aaryan personality rights case might also support the legal protection for celebrities and set a clearer standard for managing digital misuse in India. 

 

These rights are becoming important in the Kartik Aaryan personality rights case as AI is making it easier to replicate the identity online. Do you think Kartik Aaryan’s move to protect his personality rights is right? Share your thoughts in the comment section below. 

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Published: 15 April 2026 at 7:22 PM| Updated: 15 April 2026 at 8:12 PM IST