Bollywood luminary Jackie Shroff has taken legal action, seeking protection of his identity against unauthorized usage by various entities. His petition before the Delhi High Court encompasses a broad spectrum, aiming to restrain firms, social media channels, AI apps, and GIF platforms from exploiting his name, voice, or image without consent. Justice Sanjeev Narula presided over the preliminary hearing, summoning the defendants for further proceedings.
Shroff's plea underscores the significance of safeguarding his persona, including the names "Jackie Shroff," "Jackie," "Jaggu Dada," and "Bhidu," asserting that any utilization without authorization is impermissible across all platforms. Moreover, he implores intervention from the Department of Technology and MEITY to dismantle unlawfully infringing links and websites.
Central to Shroff's case is the protection of his voice, image, and likeness, contending that third-party exploitation could lead to public confusion and tarnish his reputation. He alleges that various social media entities and AI tools have profited from such unauthorized exploitation, causing reputational damage.
Specifically, Shroff targets prominent platforms like Google-owned Tenor and GIF making company Giphy, alongside AI platforms, urging the court to enjoin them from utilizing his attributes to develop and monetize AI personalities. His plea highlights the broader implications of unauthorized usage, emphasizing the need for legal recourse to safeguard individual identity rights in the digital age.
Actor Jackie Shroff moves Delhi High Court seeking protection of his personality and publicity rights. The suit has been filed against various entities using his name, photographs, voice and word "Bhidu" without his consent.
— ANI (@ANI) May 14, 2024
(file pic) pic.twitter.com/BQpn38yV7v
By initiating legal proceedings, Shroff aims to establish a precedent for the protection of celebrity identities in the digital sphere, ensuring that their attributes are not commodified without consent. Tomorrow's hearing on the issue of interim injunction will likely further elucidate the legal landscape surrounding personal rights and digital privacy.
Image Source: Instagram