Court orders removal of fake social media accounts, deepfake videos, cybersquatting, and unauthorized merchandise; directs intermediaries, marketplaces, domain registrars, and government authorities to act swiftly
In a landmark decision dated October 8, 2026, the Delhi High Court has granted an ex parte ad interim injunction in favor of renowned Telugu film actor Vijay Sai Deverakonda, protecting his personality and publicity rights against unauthorized use and exploitation. The order addresses a broad spectrum of infringements, including fake social media handles, impersonation, cybersquatting, unauthorized merchandise, AI-generated deepfake videos, and obscene content that tarnish the actor's reputation.
Justice Vikas Mahajan, presiding over the case CS(COMM) 1098/2026, recognized the intrinsic proprietary rights that arise from the celebrity status of Mr. Deverakonda. The Court held that the plaintiff's name, image, voice, signature, and other distinctive personality attributes, including those created or manipulated through advanced technologies such as Artificial Intelligence, Generative AI, Machine Learning, and Deepfakes, are protectable under Indian law. The Court emphasized that unauthorized commercial exploitation of these attributes not only dilutes the uniqueness of the celebrity's identity but also results in unfair commercial gain to third parties.
The judgment specifically noted the plaintiff's widespread acclaim and commercial success, highlighting his roles in popular Telugu films such as "Arjun Reddy," "Geetha Govindam," "Kushi," and "Dear Comrade." The actor's extensive fan following across social media platforms-23.1 million followers on Instagram alone-was cited as a testament to his brand value and the strong association between his persona and the public.
The Court was particularly concerned about the proliferation of AI-generated and morphed videos depicting the actor in vulgar and derogatory scenarios following his marriage in February 2026. Such content was found to be injurious to the plaintiff's reputation, dignity, and goodwill. The injunction also covers unauthorized use of Mr. Deverakonda's persona on mobile applications and digital platforms.
In its directions, the Court ordered the following:
1. Defendants, including unnamed "John Does," are restrained from using or exploiting the plaintiff's name "Vijay Deverakonda" (including variations), initials "VD," voice recordings, signatures, photographs, movie stills, and other personality attributes through any medium or technology without consent.
2. Major intermediaries and social media platforms such as Meta (Facebook), Google LLC (YouTube), and X (formerly Twitter) are directed to remove and disable access to infringing content listed in the Court's Annexure-A, including videos, reels, posts, and fake accounts.
3. Online marketplaces identified as defendants are required to take down URLs selling unauthorized merchandise bearing the plaintiff's persona within 72 hours and file affidavits of compliance.
4. Domain name registrars must lock and suspend infringing domain names within 72 hours.
5. Government bodies, including the Ministry of Electronics and Information Technology and the Department of Telecommunications, are instructed to issue necessary directions to Internet Service Providers and Telecom Service Providers to block access to infringing websites.
While the Court did not grant interim relief concerning the passing off claim over the colloquial nickname "Rowdy" at this stage-holding that distinctiveness and exclusive association must be proven-it clarified that using AI-generated images of the actor with the expression "Rowdy" would still infringe upon his personality rights.
The Court also exempted the plaintiff from the requirement of pre-institution mediation under Section 12A of the Commercial Courts Act, 2015, recognizing the urgency of the matter. Similarly, the plaintiff was exempted from serving the usual two-month prior notice under Section 80 CPC on government authorities due to the pressing need for relief.
This judgment sets a significant precedent in the protection of personality rights in the digital age, especially concerning the misuse of AI and deepfake technologies. It sends a strong message that unauthorized exploitation of celebrity identities-whether for commercial gain or through offensive content-will not be tolerated and will be met with swift judicial intervention.
Bottom Line:
Personality rights and publicity rights of a celebrity are protectable against unauthorised commercial exploitation, impersonation, deepfake/AI-generated misuse, obscene/vulgar content, cybersquatting and fake social media accounts; Delhi High Court granted ex parte ad interim injunction directing intermediaries, marketplaces, domain name registrars and government authorities to take down, suspend and block infringing content and domains.
Statutory provision(s):
Order XXXIX Rules 1 & 2 CPC, Section 151 CPC, Section 12A of Commercial Courts Act, 2015, Section 80(2) CPC
Vijay Sai Deverakonda v. Ashok Kumar John Doe, (Delhi) : Law Finder Doc Id # 2994726
