In November 2022, the Delhi High Court set a new precedent by granting a blanket relief to actor Amitabh Bachchan against the misuse of his name, voice, and likeness.
At the time, it appeared to be an isolated case, where the court recognised the urgent need to protect the veteran actor against “fake” Kaun Banega Crorepati scams that were using his voice.
Three years on, that order has now snowballed into a string of similar orders reshaping the judiciary’s response to digital impersonation, Artificial Intelligence (AI)-generated deepfakes, and the commercial exploitation of famous personalities.
AI threats
The exponential rise of generative AI and deepfake tools in recent years has made it possible f
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