Kartik moves HC over alleged misuse of personality rights

Kartik Aaryan’s IP Suit

Kartik Aaryan is not playing around. Amid rising concerns over digital misuse, he’s taken the Bombay High Court route, filing an intellectual property (IP) suit over the ‘unauthorised commercial use’ of his personality online. This is a clear shot across the bow.

Multiple Indian and international e-commerce platforms, social media giants, and even unnamed “John Doe” individuals are squarely in his crosshairs. They’re accused of exploiting his name, image, and likeness. Without consent. This isn’t just about one actor; it highlights a growing problem for celebrity brands in the digital age. We’ve seen similar debates ignited recently, like the discourse around viral AI images of late actors, stirring complex questions about digital legacy and control.

The Big Picture

This move by Kartik Aaryan signals a growing intolerance for digital identity theft in the entertainment industry. For years, celebrities have grappled with everything from fake fan profiles to unauthorized merchandise. Now, with AI and deepfake technology, the stakes are significantly higher. It’s no longer just about public image; it’s about outright commercial exploitation of one’s persona without any cut or control.

Here’s the reality: actors like Aaryan aren’t merely protecting their personal brand. They’re setting a critical precedent. India’s legal framework for personality rights in the digital realm, while evolving, still faces considerable challenges. These high-profile cases push that legal evolution forward. Platforms, both e-commerce and social media, need to wake up. Many profit directly or indirectly from content, even when that content is stolen identity or unauthorized use. This lawsuit sends a potent message: your algorithms and user-generated content policies are not above accountability. It fundamentally changes how brands and platforms must approach celebrity endorsements and user-generated content featuring public figures. Pay up for proper usage, or face the music.