Bollywood actor Salman Khan has moved the Delhi High Court seeking protection of his “personality rights” and has alleged widespread misuse of his identity through artificial intelligence, morphing, superimposition, impersonation and unauthorised merchandise. The 59-year-old actor has added that these activities have violated his personality, publicity and intellectual property rights by exploiting his image, voice, name, signature, physical appearance, popular dialogues, screen presence and signature dance moves, all of which he has claimed as uniquely identifiable attributes.
As per media reports, Khan has become the latest high-profile celebrity to seek legal protection after alleging that various online platforms and unknown individuals have been generating and publishing AI-driven content, misleading endorsements, infringing merchandise and defamatory material using his images, voice and likeness without consent.
Khan’s legal team, led by senior advocate Sandeep Sethi along with advocates Nizam Pasha, Shreya Sethi, Parag Khandhar, Chandrima Mitra, Tapan Radkar, Zara Dhanbhoora, Krishan Kumar and Siddharth Kaushik from DSK Legal, has stated that Justice Manmeet Pritam Arora has directed platforms including X, Google, Meta and Telegram to treat the proceedings as a formal complaint under the Information Technology Act and the 2021 Intermediary Guidelines. The court has further directed them to take necessary steps within three days, while specifically instructing X to factor in the intellectual property claims while determining its next course of action.
The actor has sought a permanent injunction against alleged misappropriation of his name, photographs, film stills, performances and dance styles—particularly those from films like Mujhse Shaadi Karoge and Dabangg—claiming that these elements have been unlawfully used to create AI-generated videos, audio clips, memes, GIFs and stickers for commercial gain and public deception. The plea has added that such activities have violated his copyrights, trademarks and moral rights, and may mislead his fan base or misrepresent his association with products and services.
Khan has also submitted screenshots of memes, GIFs and videos that have allegedly infringed his personality rights, and has approached the court against one Ashok Kumar/John Doe along with platforms such as X (formerly Twitter), Google LLC, Meta, Telegram, Amazon and several online marketplaces. It has been contended that these respondents have uploaded and circulated such content on social media platforms, websites and e-commerce portals, thereby infringing his personality and publicity rights.
The actor has asserted that he enjoys “sole and exclusive” control over his personality, including his connection with fans, goodwill, name, initials, signature, image, voice, mannerisms and styles. His plea has also highlighted instances of fake and defamatory content circulating online, alleging that such falsehoods have been created with mala fide intent and have the potential to deceive the public.
Khan has further stated that his fan following and their unconditional support constitute his “most valuable asset,” and that the unlawful use of his personality attributes has caused commercial and reputational harm. He has also pointed out that his name “Salman Khan” is a registered trademark and that he is the proprietor of marks such as “Being Human,” “Being Strong,” and “SK 27.”
The suit has claimed that AI-edited visuals, memes and adaptations of his performances have often subjected him to ridicule, contempt or unsavoury humour, thereby violating his moral rights as a performer. His counsel has argued that these acts may also expose him to liabilities under the ASCI guidelines, which require public figures to conduct due diligence before any perceived endorsement.
The matter has been listed for its next hearing on May 18, 2026, in the Delhi High Court.
Also read: Personality Rights In The Spotlight: Why Celebrities Are Suing Over Their Likeness
