Delhi High Court Protects Gautam Gambhir’s Personality Rights Against AI Misuse

In Gautam Gambhir v Ashok Kumar: John Doe & Ors, the Delhi High Court granted interim protection to the personality rights of Gautam Gambhir, recognising his stature as one of India’s most decorated cricketers.

The order was passed by Justice Jyoti Singh, who noted that Gambhir enjoys significant goodwill and public recognition. The Court observed that unauthorised use of his identity for commercial gain amounts to a violation of his personality and publicity rights.

The Court restrained several identified and unidentified entities from using Gambhir’s name, image, voice, or likeness without consent. This includes digital and commercial exploitation through emerging technologies such as artificial intelligence and online platforms.

“Till the next date of hearing, Defendants No. 1 to 10 as also their agents, representatives and all persons claiming through them or acting on their behalf are restrained from using and/or in any manner, directly or indirectly, exploiting or misappropriating Plaintiff’s: (i) names Gautam Gambhir, Gauti and GG; (ii) image; (iii) voice; and (iv) likeness and/or any other attribute of his persona, without his authorization or consent, for any commercial and/or personal gain,” the Court said.

The plea filed by Gambhir highlighted a growing pattern of digital impersonation. It pointed to a surge in AI-generated deepfakes, including fabricated videos showing him making statements he never issued.

One such video falsely announcing his resignation gained massive traction online, reportedly crossing 29 lakh views. The petition argued that such content not only misleads the public but also damages reputation and credibility.

The issue extended beyond social media platforms. The plea also raised concerns about unauthorised merchandise being sold on e-commerce websites using Gambhir’s name and likeness without any legal permission.

Appearing for Gambhir, advocates Jai Anant Dehadrai and Srutee Priyadarshini argued that these activities form part of a coordinated effort to commercially exploit his identity.

After considering the submissions, the Court granted interim relief, emphasising the need to protect individuals from misuse of their persona in the digital age.

This order reflects increasing judicial concern over the misuse of artificial intelligence and deepfake technology, especially when it impacts personal reputation and commercial rights.