The Delhi High Court has directed major technology platforms, including Google, Meta, and Amazon, to remove objectionable online content allegedly misusing the name and identity of former India cricketer and current head coach Gautam Gambhir for commercial gain. A single-judge bench led by Justice Jyoti Singh has indicated that it will issue directions to take down flagged links and posts, while also asking platforms to disclose details of entities responsible for uploading such content.
The court has also granted protection to Gambhir’s personality and publicity rights and has ordered the removal of objectionable content circulating without his consent, as per media reports.
During the hearing, it has been contended on behalf of Gambhir that his name, voice and photographs have been exploited for commercial purposes without authorisation, including through the use of artificial intelligence tools and deepfake technology. The court has further directed platforms to remove offending URLs and share Basic Subscriber Information (BSI) of those behind such posts.
The case has stemmed from a plea filed by Gambhir in the Commercial Division of the Delhi High Court, alleging a “coordinated campaign of digital impersonation.” The petition has claimed that AI-driven tools, including face-swapping and voice-cloning technologies, have been used to create misleading and fabricated content attributed to him.
The suit has named several defendants, including social media intermediaries and e-commerce platforms, accusing them of enabling the spread of such content and the unauthorised sale of merchandise using his identity.
Gambhir has highlighted a rise in fake and misleading content across platforms such as Instagram, X, YouTube and Facebook, with some deepfake videos reportedly going viral. He has argued that such misuse misleads the public and causes reputational and professional harm, particularly given his role as head coach of the Indian men’s cricket team.
The plea has sought a permanent injunction restraining all defendants from using his name, image, voice or persona without consent, along with damages of Rs 2.5 crore and directions for removal of infringing content. The case has added to a growing list of high-profile personalities approaching the Delhi High Court to protect their personality and publicity rights.
In recent months, former India captain Sunil Gavaskar, spiritual leader Sri Sri Ravi Shankar, actors Nagarjuna, Kajol, Aishwarya Rai Bachchan and Abhishek Bachchan, singer Jubin Nautiyal, filmmaker Karan Johar and podcaster Raj Shamani have secured court protection against the unauthorised use of their identity, likeness, or AI-generated imitations.
