Bombay High Court to Order Removal of Content Violating Kartik Aaryan’s Personality Rights

In Kartik Aaryan v. Vinsm Globe Private Limited & Ors., the Bombay High Court has indicated that it will order the removal of online content allegedly violating the personality rights of actor Kartik Aaryan. The matter was heard by Justice Sharmila Deshmukh.

The Court’s observation came during proceedings where the actor raised concerns about widespread misuse of his identity in the digital space. It was noted that his name, image, and likeness were being used without authorisation across various platforms.

Senior Counsel Birendra Saraf, appearing for Aaryan, highlighted that such misuse included unauthorised merchandise, misleading advertisements, and even artificial intelligence-generated content. He submitted that some of the material was “scandalous” and harmful to the actor’s public image.

“I want that order which your Ladyship has considered earlier, that upon my pointing out to them, they will remove it. I don’t want them to do a suo motu enquiry or something. I will keep informing them whatever I come to know and they can remove it. He is a prominent actor, even his name has a trademark. There are images being used to sell merchandise. There is artificial intelligence created videos. Some of these are quite bad and some of them are just affecting his personality. Some of them are scandalous,” Saraf said.

The Court acknowledged these concerns and stated that it would pass appropriate directions in favour of the actor. The proposed order is expected to mandate the removal of infringing content upon notification.

The lawsuit names multiple defendants, including Indian and international e-commerce platforms, social media intermediaries, and unidentified parties referred to as “John Doe” defendants. These unidentified individuals are alleged to be involved in exploiting Aaryan’s persona online.

The plea emphasises that the unauthorised use of the actor’s identity for commercial purposes amounts to a violation of his publicity and privacy rights. It further highlights the growing concern around digital misuse through emerging technologies such as deepfakes and AI-generated media.

Aaryan has sought a permanent injunction restraining all defendants from using his personality attributes, including photographs, videos, voice, or likeness, for commercial gain without consent. He has also requested directions to intermediaries and authorities to promptly take down such content.

Additionally, the plea seeks disclosure of identities of unknown offenders involved in such activities. The actor has also requested the Court to ensure accountability of platforms hosting such content.

Senior Counsel Birendra Saraf, along with advocates Ameet Naik and Madhu Gadodia, appeared for Kartik Aaryan in the matter.