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Mumbai: In recent times, many actors have approached courts seeking personality protection rights. Actress Shilpa Shetty Kundra is the latest to take the same step. As per sources, she has filed a lawsuit at the Bombay High Court. In the lawsuit, the actress has named websites that use her photos illegally to promote their products. Morphed pictures and videos of the actress have also been brought to the radar.
"Ms. Shilpa Shetty has built her reputation over decades of work, and no entity can appropriate her name or likeness without consent. The unauthorised commercial exploitation of her identity is an outright assault on her dignity and hard-earned reputation. No individual or platform has the right to exploit her reputation for unlawful commercial gain, and we will ensure strict enforcement of her personality rights. We have moved the Bombay High Court to put a stop to such misuse and to safeguard her identity from being treated as a commodity," said Advocate Sana Raees Khan.
She told News9, "The misuse of Ms. Shilpa Shetty’s name, image and identity has reached a point where legal intervention became imperative. Her persona is the product of decades of credibility, discipline and public trust. No platform has the right to weaponise her identity for clandestine commercial gain. Our suit before the Bombay High Court signals zero tolerance for the rampant misuse of celebrity rights."
Previously, actor Akshay Kumar had also approached the Bombay High Court for personality protection rights after the misuse of AI and deepfakes against him. The lawsuit was filed against those websites that were using his photographs and videos without consent. The actor demanded the removal of such content and even an injunction on its use in the future.
Subsequently, the court granted him interim protection. The order also noted that some of the fake videos of the actor, especially the one that showed him making communally inflammatory statements, were concerning. "The consequences that can arise from such content being disseminated are indeed most grave and serious," said the order. It added, "The consequences that can arise from such content being disseminated are indeed most grave and serious."
