Bollywood actor Suniel Shetty has moved the Bombay High Court seeking protection of his personality rights and an injunction against the misuse of his photographs and deepfake visuals on social media. He has also sought the removal of unauthorised images used on commercial websites, including those related to gambling and astrology, and has called for action against the sale of merchandise using his name and likeness without consent.
As per media reports, the matter has been heard by Justice Arif S Doctor, who is likely to pass an ex parte ad interim order. Appearing for Shetty, Senior Advocate Birendra Saraf has argued that the actor, who has appeared in over 100 films, has had his images, including those of his grandchild, used without authorisation for brand endorsements. The plea has also noted the existence of fake agents and fraudulent social media accounts claiming to represent Shetty.
Saraf has further stated that some platforms, including Meta, have only labelled such content as deepfake without removing it. Justice Doctor has remarked on the dangers of unregulated AI, observing, “This AI and social media, if not regulated, it’s scary what people can do with it.”
The petition has also included a prayer for a John Doe order to restrain unknown entities from misusing Shetty’s images and identity.
