Personality Rights in India: Legal Framework and Judicial Evolution

Introduction

The digital revolution has fundamentally transformed how celebrity identity is commodified, exploited, and protected in contemporary society. In recent years, Indian courts have witnessed an unprecedented surge in litigation concerning the unauthorized use of celebrity personas, particularly through emerging technologies like artificial intelligence and deepfake mechanisms. The Delhi High Court’s recent interventions in protecting Bollywood celebrities such as Aishwarya Rai Bachchan, Abhishek Bachchan, and filmmaker Karan Johar against unauthorized commercial exploitation represent a watershed moment in the evolution of celebrity personality rights jurisprudence in India. These judicial pronouncements signal a robust commitment to safeguarding individual autonomy over personal identity in an increasingly digitized commercial landscape.

The significance of these developments extends beyond the entertainment industry, touching fundamental questions about human dignity, economic exploitation, and the balance between commercial interests and individual rights. As technology enables increasingly sophisticated methods of replicating human likeness and voice, the legal system must adapt to protect individuals from having their identities weaponized without consent. This article examines the comprehensive legal framework governing personality rights in India, analyzes landmark judicial decisions that have shaped this doctrine, explores the regulatory mechanisms currently in place, and discusses the challenges posed by artificial intelligence in the contemporary context.

Understanding Personality Rights in India: Conceptual Foundations

Personality rights in India encompass the legal entitlements that protect an individual’s control over the commercial use of their identity attributes. These attributes include not merely physical characteristics like name, image, and voice, but extend to unique mannerisms, signature catchphrases, distinctive styles, and any other identifiable features that constitute a person’s public persona. The doctrine recognizes that an individual’s identity possesses inherent economic value, particularly for public figures and celebrities whose fame creates marketable goodwill.

The philosophical underpinning of personality rights rests on two distinct but interconnected foundations. First, the dignitary interest recognizes that every person has a fundamental right to control how their identity is presented to the world, protecting against misrepresentation, degradation, or unauthorized association with products or causes. Second, the proprietary interest acknowledges that celebrities invest significant time, effort, and resources in building their public image, creating legitimate economic interests that warrant legal protection against free-riding and unjust enrichment by third parties.

Unlike many Western jurisdictions where personality rights are codified through specific legislation, India’s approach remains predominantly common law-based, drawing from multiple legal doctrines including privacy rights, passing off, defamation, and copyright principles. This fragmented approach has both advantages and disadvantages—while allowing judicial flexibility to adapt to evolving circumstances, it also creates uncertainty and inconsistency in application across different cases and jurisdictions.

Constitutional Framework and Privacy Rights

The Indian Constitution does not explicitly enumerate personality rights as fundamental rights. However, the Supreme Court’s expansive interpretation of Article 21, which guarantees the right to life and personal liberty, has created constitutional foundations for personality rights protection in India. The watershed moment came in 1994 with the Supreme Court’s decision in R. Rajagopal v. State of Tamil Nadu [1], where the Court recognized that the right to privacy forms an intrinsic component of personal liberty under Article 21.

The Rajagopal case involved a proposed autobiography of a death row convict named Auto Shankar, which prison authorities sought to suppress. While the immediate issue concerned freedom of press versus privacy, the Court laid down seminal principles regarding personality rights in India. The judgment established that every individual possesses the right to safeguard their privacy, including control over how their personal information and identity are disseminated publicly. Crucially, the Court held that unauthorized commercial exploitation of a person’s name or likeness constitutes a violation of this constitutional right.

The Court articulated a framework balancing privacy rights against freedom of expression guaranteed under Article 19(1)(a). It held that while the press enjoys freedom to publish matters of public interest, this freedom does not extend to invading privacy for purely commercial purposes. The judgment recognized that public figures have somewhat reduced privacy expectations regarding matters of legitimate public concern, but retained full protection against unauthorized commercial appropriation of their identity.

Building upon Rajagopal, subsequent constitutional developments have reinforced personality rights. The nine-judge bench decision in Justice K.S. Puttaswamy (Retd.) v. Union of India (2017) definitively established privacy as a fundamental right, explicitly recognizing the “right to control one’s personal information” as a critical aspect of informational privacy. While this case primarily concerned data protection and government surveillance, its principles extend naturally to personality rights, as both doctrines center on individual autonomy and control over personal attributes.

Statutory Framework: Limited but Significant Protections

India lacks dedicated legislation specifically addressing personality rights, instead relying on provisions scattered across various intellectual property and commercial statutes. This patchwork approach requires creative legal interpretation to provide adequate protection.

The Trade Marks Act, 1999 offers indirect protection through the doctrine of passing off under common law, codified in Section 27(2). While primarily designed to prevent consumer confusion regarding goods and services, courts have extended passing off principles to protect celebrity identities. When a third party uses a celebrity’s name or likeness in a manner suggesting endorsement or association, this may constitute actionable passing off even absent trademark registration. The critical requirement is demonstrating goodwill and reputation that the unauthorized use seeks to exploit.

The Copyright Act, 1957 provides limited protection for certain personality attributes. Section 57 grants performers moral rights over their performances, including the right to prevent distortion or mutilation that would harm their honor or reputation. Section 38-B, introduced through the 2012 amendment, specifically addresses performers’ rights to broadcast and communication of their performances. While these provisions primarily target unauthorized reproduction of performances rather than identity per se, recent cases like Arijit Singh v. Codible Ventures LLP have successfully invoked these provisions in personality rights disputes [2].

The Information Technology Act, 2000, though not designed for personality rights protection, has become relevant in addressing digital violations. Section 66E criminalizes violation of privacy through intentional capture, publication, or transmission of images of private areas without consent. Section 66D addresses punishment for cheating by personation using computer resources. While these provisions primarily target privacy and identity theft rather than commercial exploitation, they establish the legal framework recognizing digital identity as worthy of protection.

Judicial Development: Landmark Cases Shaping Personality Rights in India

Indian courts have played the defining role in developing personality rights doctrine through progressive judgments that have expanded protection incrementally. Beyond the foundational Rajagopal decision, several cases merit detailed examination for their contribution to this evolving jurisprudence.

The Madras High Court’s decision concerning actor Rajinikanth established important precedents regarding the threshold for proving personality rights violations. The Court held that when a celebrity’s identity is sufficiently distinctive and recognized, unauthorized commercial use need not demonstrate consumer confusion or deception. The mere appropriation of the celebrity’s identity attributes for commercial gain, without consent, constitutes actionable wrong. This departure from traditional passing off requirements significantly strengthened personality rights protection by eliminating the often-difficult burden of proving actual confusion.

In ICC Development (International) Ltd. v. Arvee Enterprises (2003), the Delhi High Court addressed personality rights in the context of sports marketing. While the case primarily concerned ICC’s rights to the Cricket World Cup brand, the Court’s observations about protecting individual players’ rights laid groundwork for future personality rights litigation. The judgment recognized that sportspersons develop protectable rights in their performances and public personas.

The case of Titan Industries Ltd. v. Ramkumar Jewellers (2012) saw the Delhi High Court injuncting unauthorized use of celebrity cricketer M.S. Dhoni’s image in jewelry advertisements. The Court held that Dhoni had acquired distinctive goodwill and reputation, creating protectable personality rights. Unauthorized use not only caused economic harm through lost endorsement opportunities but also violated his right to control commercial associations with his identity.

The AI Era: Recent Judicial Responses to Technological Threats

The emergence of artificial intelligence technologies capable of creating hyper-realistic deepfakes, voice clones, and digital avatars has precipitated a new wave of personality rights litigation. Courts have responded with heightened protective measures recognizing the existential threat these technologies pose to individual autonomy.

The Delhi High Court’s 2023 decision protecting actor Anil Kapoor represents a landmark in addressing AI-driven personality rights violations [3]. Kapoor approached the Court after discovering numerous instances of AI-generated deepfake videos superimposing his face onto other actors, unauthorized merchandise featuring his likeness, and websites selling fake autographs. The Court granted a sweeping ex-parte injunction restraining not only specifically identified defendants but also “the world at large” from misusing Kapoor’s personality attributes including his name, image, voice, signature catchphrases like “jhakaas,” and any AI-generated content featuring his likeness.

The Court’s reasoning emphasized several critical points. First, it recognized that personality rights exist independent of contractual arrangements or intellectual property registrations—they are inherent rights flowing from personal identity. Second, the judgment acknowledged that AI technologies democratize the ability to create convincing fake content, exponentially increasing the risk of harm. Third, the Court held that the scale and persistence of digital violations justify broader injunctions than traditional intellectual property cases, including dynamic injunctions that automatically apply to future infringers.

The Bombay High Court’s 2024 decision in Arijit Singh v. Codible Ventures LLP marked another significant milestone in protecting artists against AI voice cloning [2]. Singh sued after discovering platforms offering AI tools that could replicate his distinctive voice, allowing users to create songs apparently sung by him without permission. The Bombay High Court granted ad-interim injunction restraining the defendants from operating or promoting such voice cloning tools targeting Singh’s voice.

The Court’s analysis integrated multiple legal doctrines. It invoked the Copyright Act’s provisions on performers’ rights, holding that Singh’s voice constitutes a protected performance. The judgment recognized personality rights as protecting the commercial value of Singh’s distinctive vocal characteristics. Significantly, the Court held that merely providing tools for others to create infringing content constitutes contributory infringement, establishing potential liability for technology platforms facilitating personality rights violations.

Balancing Rights: Personality Rights versus Freedom of Expression

While courts have robustly protected personality rights, they have simultaneously recognized the critical importance of preserving freedom of expression, particularly for artistic works, parody, satire, and matters of public interest. Establishing appropriate boundaries between these competing rights remains an ongoing judicial challenge.

The Delhi High Court’s decision in DM Entertainment Pvt. Ltd. v. Baby Gift House addressed this balance in the context of Rajesh Khanna’s estate seeking protection of the late actor’s personality rights. The Court granted protection but carved out exceptions for biographical works, documentaries, and artistic expressions that reference Khanna’s life and career. The judgment emphasized that personality rights cannot be weaponized to suppress legitimate artistic or journalistic expression about public figures.

Similarly, in Digital Collectibles PTE Ltd. v. Galactus Funware Technology Pvt. Ltd., the Court distinguished between commercial exploitation and permissible uses. The judgment held that using celebrity images or references in contexts of parody, criticism, or commentary—even when the creator derives revenue—does not necessarily violate personality rights if the use is genuinely expressive rather than purely commercial. The critical inquiry focuses on whether the use exploits the celebrity’s commercial value or rather makes an independent statement about them.

Courts have adopted a multi-factor test for evaluating whether particular uses fall within protected expression. Relevant considerations include: the transformative nature of the use, whether the work comments upon or criticizes the celebrity, the extent to which the celebrity’s identity dominates the work, whether the work serves primarily as a vehicle for commercial gain versus artistic expression, and the potential for consumer confusion regarding endorsement or sponsorship.

This balancing approach reflects constitutional imperatives. Article 19(1)(a) protects not merely speech but also artistic expression, satire, and dissent. An overly expansive interpretation of personality rights could chill legitimate artistic and journalistic endeavors, creating chilling effects on cultural production. Courts therefore tread carefully, protecting personality rights against naked commercial exploitation while preserving breathing space for creative expression.

Regulatory Mechanisms and Enforcement Challenges

Enforcing personality rights in India in the digital age presents formidable practical challenges. The borderless nature of internet commerce, the anonymity afforded by digital platforms, and the sheer volume of potential infringements create significant obstacles to effective rights protection.

Traditional enforcement mechanisms include civil suits seeking injunctions and damages. Courts have shown willingness to grant ex-parte injunctions in clear-cut cases, particularly where continuing violations threaten irreparable harm. However, obtaining and enforcing judgments against online infringers, especially those operating from foreign jurisdictions, remains extremely difficult. The technical complexity of blockchain-based platforms and cryptocurrency transactions further complicates enforcement.

Platform liability has emerged as a critical issue. While the Information Technology Act’s safe harbor provisions under Section 79 protect intermediaries from liability for user-generated content if they act as passive conduits and remove infringing content upon notice, courts have shown willingness to hold platforms accountable when they actively facilitate or profit from infringement. The dynamic injunction approach adopted in cases like Anil Kapoor’s attempts to address this by requiring platforms to proactively prevent similar future violations.

Administrative enforcement through existing regulatory bodies remains limited. While the Advertising Standards Council of India provides self-regulatory oversight over advertising content, including unauthorized celebrity endorsements, its jurisdiction is limited and enforcement mechanisms lack teeth. The Ministry of Electronics and Information Technology has issued guidelines and rules addressing various aspects of digital content, but these do not specifically target personality rights violations.

Criminal remedies exist for certain egregious violations. Sections 66C (identity theft) and 66D (cheating by personation) of the Information Technology Act criminalize specific digital identity crimes. However, prosecution under these provisions requires proving intent to defraud or cause harm, which may not encompass all personality rights violations motivated by commercial gain rather than malicious intent.

International Perspectives and Comparative Analysis

Examining how other jurisdictions address personality rights provides valuable insights for India’s evolving legal framework. The United States recognizes “right of publicity” through state law, with significant variations across jurisdictions. California’s statute provides robust protection extending even posthumously, allowing estates to control commercial use of deceased celebrities’ identities. Courts have developed sophisticated doctrines balancing publicity rights against First Amendment protections.

The European Union addresses personality rights through multiple instruments including the General Data Protection Regulation, which protects personal data including biometric identifiers, and various national laws protecting image rights. France, for example, recognizes strong personality rights under the Civil Code, protecting individuals’ right to control their image throughout life and limiting posthumous commercial exploitation.

The United Kingdom primarily addresses personality rights through passing off and trademark law, requiring demonstration of goodwill and misrepresentation. This approach resembles India’s but has developed more extensive case law. Recent cases have addressed social media influencers’ personality rights and digital exploitation.

Learning from these jurisdictions, India could benefit from more explicit statutory frameworks while maintaining judicial flexibility. Clear legislative standards would provide predictability for both rights holders and potential users, reducing litigation costs and fostering innovation while respecting personality rights.

Contemporary Challenges: Deepfakes, NFTs, and the Metaverse

Emerging technologies continue presenting novel challenges to personality rights protection. Deepfake technology, which uses machine learning to create synthetic media indistinguishable from authentic recordings, poses existential threats to personal autonomy and truth itself. Beyond commercial exploitation, deepfakes enable creation of non-consensual intimate imagery, political disinformation, and reputational destruction.

Non-fungible tokens (NFTs) and digital collectibles raise complex questions about personality rights in virtual spaces. When digital artists create and sell NFTs featuring celebrity likenesses, does this constitute protected artistic expression or commercial exploitation? Courts will need to develop nuanced approaches distinguishing transformative artistic works from mere digital merchandise.

The metaverse and virtual worlds present perhaps the most complex frontier. As individuals increasingly inhabit digital avatars and virtual identities, questions arise about personality rights in these contexts. Can celebrities prevent others from creating virtual avatars resembling them? What about AI-powered virtual influencers modeled on real persons? These questions lack clear answers under existing legal frameworks.

Voice cloning technology, as addressed in the Arijit Singh case, continues advancing rapidly. Platforms now offer tools allowing anyone to synthesize speech in celebrity voices within seconds. While legitimate applications exist—such as preserving voices of individuals with degenerative conditions—the potential for abuse is immense, ranging from fraudulent impersonation to unauthorized commercial endorsements.

The Path Forward: Recommendations for Legislative Reform

Given the challenges identified, comprehensive legislative reform appears increasingly necessary. A dedicated personality rights statute could provide clarity while maintaining flexibility to address evolving technologies. Such legislation should clearly define protectable personality attributes, establish registration mechanisms for those seeking heightened protection, specify exceptions for legitimate uses including news reporting, artistic expression, parody, and satire, and provide effective remedies including injunctions, damages, and statutory penalties for willful violations.

The statute should address temporal limitations, particularly regarding posthumous personality rights. While some protection for deceased personalities’ estates may be appropriate given ongoing commercial value, unlimited perpetual protection risks removing public domain material and hampering creative expression. A balanced approach might provide limited posthumous protection, perhaps 50-70 years, similar to copyright terms.

Platform accountability must be strengthened. Legislation should clarify intermediary liability standards, requiring platforms to implement robust content moderation systems, respond promptly to takedown notices, and potentially employ proactive measures like AI-driven detection of likely infringing content. Safe harbor protections should be contingent on demonstrable good faith efforts to prevent infringement.

Creating specialized adjudicatory mechanisms could expedite dispute resolution. Personality rights disputes often require technical expertise regarding digital technologies and quick resolution to prevent ongoing harm. Specialized tribunals or fast-track procedures within existing intellectual property forums could provide efficient remedies.

Conclusion

India’s personality rights jurisprudence stands at a critical juncture. Judicial decisions over the past three decades have constructed a robust framework protecting individuals’ autonomy over their identities, with recent cases responding proactively to technological threats posed by artificial intelligence and deepfakes. The Delhi High Court’s protection of Anil Kapoor [3] and the Bombay High Court’s decision in Arijit Singh’s favor [2] demonstrate judicial recognition that traditional legal doctrines must adapt to digital realities.

However, the absence of comprehensive statutory frameworks creates uncertainty and risks inconsistent application across jurisdictions. As technology continues advancing, enabling ever-more sophisticated methods of identity appropriation and manipulation, the need for clear legislative standards becomes increasingly urgent. Such legislation must carefully balance personality rights protection against freedom of expression, ensuring that legitimate artistic, journalistic, and public interest uses remain permissible while preventing commercial exploitation and malicious misuse.

The stakes extend beyond celebrity endorsements and commercial interests. Personality rights implicate fundamental questions of human dignity, autonomy, and identity in an increasingly digital world. As artificial intelligence blurs boundaries between authentic and synthetic, protecting individuals’ control over their own identities becomes essential to preserving meaningful human agency. India’s legal system must continue evolving to meet these challenges, combining judicial innovation with thoughtful legislative reform to create a framework protecting personality rights for all citizens, not merely the famous few.

References

[1] R. Rajagopal v. State of Tamil Nadu, AIR 1995 SC 264. Available at: https://indiankanoon.org/doc/501107/ 

[2] SpicyIP. (2024). Synthetic Singers and Voice Theft: BomHC protects Arijit Singh’s Personality Rights. Available at: https://spicyip.com/2024/08/synthetic-singers-and-voice-theft-bomhc-protects-arijit-singhs-personality-rights-part-i.html 

[3] LiveLaw. (2023). Delhi High Court Protects Actor Anil Kapoor’s Personality Rights, Restrains Misuse Of His Name, Image Or Voice Without Consent. Available at: https://www.livelaw.in/top-stories/delhi-high-court-anil-kapoor-voice-image-misuse-personality-rights-238217 

[4] World Intellectual Property Organization. (2024). AI voice cloning: how a Bollywood veteran set a legal precedent. Available at: https://www.wipo.int/web/wipo-magazine/articles/ai-voice-cloning-how-a-bollywood-veteran-set-a-legal-precedent-73631 

[5] The IP Press. (2023). Delhi High Court’s Landmark Order: Protecting Anil Kapoor’s Persona in the Age of AI. Available at: https://www.theippress.com/2023/10/09/delhi-high-courts-landmark-order-protecting-anil-kapoors-persona-in-the-age-of-ai-an-indian-legal-perspective/ 

[6] Indian Kanoon. R. Rajagopal v. State of Tamil Nadu Full Judgment. Available at: https://indiankanoon.org/doc/501107/ 

[7] Business Standard. (2023). Delhi HC restrains use of Anil Kapoor’s name, image, signature catchphrase. Available at: https://www.business-standard.com/india-news/delhi-hc-restrains-use-of-anil-kapoor-s-name-image-signature-catchphrase-123092001237_1.html 

[8] The IP Press. (2024). Voice Theft in the Digital Age: Bombay High Court’s Landmark Ruling on AI and Personality Rights. Available at: https://www.theippress.com/2024/09/05/voice-theft-in-the-digital-age-bombay-high-courts-landmark-ruling-on-ai-and-personality-rights/ 

[9] SCC Online. (2024). Bombay HC grants ad-interim injunction in favour of Arijit Singh to protect his personality rights. Available at: https://www.scconline.com/blog/post/2024/08/02/bomhc-grants-ad-interim-injunction-to-arijit-singh-to-protect-his-personality-rights/