You can download the original court order from here
The Bombay High Court has granted interim relief to actor and television personality Shilpa Shetty Kundra, directing multiple websites, social media platforms, and commercial entities to remove content that allegedly misuses her name, image, and persona, including AI-generated deepfakes and obscene material.
In an order dated March 4, 2026, Justice Sharmila U. Deshmukh held that the plaintiff’s personality rights deserved protection. The court directed the defendants to take down all infringing content and any additional URLs identified by the plaintiff in the future.
Background of the Case: Shilpa Shetty approached the court claiming that several entities were exploiting her identity without consent. These included businesses allegedly selling merchandise by falsely claiming her endorsement, as well as digital and social media platforms that hosted manipulated images, GIFs, and AI-generated deepfake content. Some of this material was described as obscene and defamatory, which raised concerns about reputational harm and misuse of her public image.
Earlier, on December 26, 2025, a vacation bench ordered the immediate deletion of specific URLs and directed the Ministry of Electronics and Information Technology (MeitY) and the Department of Telecommunications (DoT) to ensure the removal of these links. The latest order continues and expands on these directions.
Key Legal Issues
1. Violation of Personality and Publicity Rights: The court examined allegations that several commercial entities were using the actor’s name and likeness to market products without authorisation, creating the false impression of endorsement. The judge observed that such actions amounted to passing off and to unauthorised commercial exploitation of her personality.
2. Deepfakes and Privacy Concerns: A significant aspect of the case involved AI-generated deepfakes and morphed images portraying the actor in obscene and defamatory contexts. The court linked these actions to violations of the right to privacy and dignity under Article 21 of the Constitution of India, and highlighted the serious harm caused by digitally manipulated content.
3. Role of Intermediaries: The case also addressed the responsibility of intermediaries such as e-commerce platforms and social media companies. While the court did not grant a blanket injunction against these platforms, it directed them to remove infringing content upon notification by the plaintiff. These entities were allowed to approach the court if they had objections to specific takedown requests.
Court’s Observations: The court recognised the need to safeguard the commercial and moral interests associated with a public figure’s identity. It noted that the unauthorised use of the actor’s persona, especially through AI-generated content, could tarnish her reputation and violate her dignity. The judge also referred to the moral rights of…
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