Overview
- The Bombay High Court, which heard the case Wednesday, said it would issue directions to remove online posts and products that use the actor’s identity without consent.
- Justice Sharmila Deshmukh said an order is coming that covers AI-generated and deepfake content linked to the actor.
- Senior counsel Birendra Saraf told the court that sellers were using the actor’s photos to market merchandise and that some AI videos were scandalous.
- Kartik Aaryan’s lawsuit targets multiple e-commerce and social platforms and unnamed parties for unauthorized ads and listings that trade on his name, image, and likeness.
- The suit seeks a permanent ban on commercial use of his photos, videos, or voice and asks platforms to take down the content and reveal who posted it, reflecting a wider shift seen in recent wins by stars such as Amitabh Bachchan and Salman Khan.