Vivek Oberoi has joined the growing list of celebrities taking legal action to protect their personality rights. The actor-businessman has filed a petition in the Delhi High Court to prevent unauthorized use of his identity. Vivek’s plea has once again highlighted a growing trend as he joins a top club, which includes Amitabh Bachchan, Aishwarya Rai Bachchan, Abhishek Bachchan, R MadhavanAnil Kapoor and Karan Johar, among others.
But what exactly are these rights and why have they suddenly become the most sought after thing in B-Town?
In the past, a star’s biggest worry was a bad review or a box office failure. Today, their biggest threat is a digital ghost of themselves roaming the Internet, selling things they don’t like and saying things they never said.
For stars, their identity is tied to their career and the value of their brand. When false content or impersonations are spread online, it can create confusion, distort reputations, and even affect lives and peace of mind.
Daler Mehndi was the first celebrity to seek protection rights
The battle for celebrity personality rights in India actually started with a turban and a doll. In 2002, Punjabi pop sensation Daler Mehndi became the first Indian celebrity to successfully fight for these rights.
One company sold miniature dolls that not only looked like him, with their colorful robes and turbans, but also sang snippets of his hits. He Delhi The High Court ruled in their favor, setting a historical precedent: the personality of a celebrity has commercial value and you cannot simply “trade” a human being without their consent.
What exactly are ‘Personality Rights’?
Think of personality rights as a digital “No Trespassing” sign. In simple terms, a famous person has the right to control how others use his or her name, image, voice, and other unique characteristics (such as a signature catchphrase or a specific walk).
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It is based on the idea that a celebrity has spent years building their reputation. So if someone is going to make money off that reputation, whether by putting their face on a T-shirt or using an AI version of their voice to sell insurance, it should be the celebrity themselves or with their permission.
In India, there is no single law that explains how copyright is applied to music or movies. Instead, courts have gradually developed protections through legal principles, including intellectual property and constitutional rights, to intervene when someone’s identity is exploited.
What is the reason for this sudden rush?
You may be wondering why this sudden rush among celebrities; The answer lies in the misuse of social networks and artificial intelligence.
Misuse of social networks
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Fake accounts, made-up endorsements, and unauthorized products have made it easy for anyone online to impersonate a celebrity and make money off of it. Fans may think they’re using it for fun, but when someone’s face or voice appears plastered on products or advertisements without approval, that’s commercial use and potentially reputational damage.
AI and deepfakes
We live in the age of deepfake. Gone are the days when a fan would simply make a harmless collage. Today, AI can imitate voices (imagine a fake video of an actor endorsing a controversial political party or a suspicious gambling app) and transform images (Deepfake technology can superimpose a star’s face onto unpleasant or explicit content).
Several actors, including Aishwarya Rai Bachchan, have specifically raised the alarm about AI-generated pornographic content and deepfakes circulating online using their image, which can mislead fans and damage reputations in deeply disturbing ways.
For stars like Anil Kapoor, the final straw was the unauthorized use of his catchphrase “jhakaas”, for Amitabh Bachchan, it was about protecting that legendary voice from being used by local businesses to attract customers.
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What happens once the court says “yes”?
When a celebrity wins an “omnibus injunction” (term for a broad protective order), this is what changes for them:
Digital cleaning: They can force social media platforms such as Instagram, YouTube and X (Twitter) to immediately remove fake accounts and morphed videos.
There are no ‘free’ brand ambassadors: No local store or large corporation can use your photo to sell products. If a bakery uses a photograph of Aishwarya Rai to sell cakes without a contract, it can be sued for large damages.
Voice protection: AI companies cannot “train” their models using a protected celebrity’s voice.
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Restraining ‘John Doe’: Since many Internet trolls are anonymous, the injunction applies to everyone, even if the actor does not yet know the person’s name.
What does it mean for people who make celebrity videos?
If you’re a fan making a tribute video or a comedian making a harmless parody, are you in trouble? Generally, personality rights are aimed at commercial exploitation and misuse. Most court orders emphasize that “fair use,” such as journalism, education or genuine satire, is usually fine. However, the line is becoming increasingly blurred. If your “parody” is actually an advertisement for a product, you’re officially in the danger zone.