The Delhi High Court granted interim protection to NTR Junior’s personality rights, restraining unauthorised commercial use of his name, image and likeness, including AI and deepfake content
Jr NTR
The Delhi High Court has granted interim protection to Telugu cinema star Nandamuri Taraka Rama Rao Junior, widely known as NTR Junior, safeguarding his personality rights from unauthorised commercial use. The order was passed on December 22 by Justice Manmeet Pritam Singh Arora after the actor moved the court against the misuse of his name, image and likeness across digital platforms, including content generated using artificial intelligence and deepfake technology.
Delhi HC grants interim protection
In its observations, the court clearly stated that “plaintiff’s personality traits and or parts thereof, including name, likeness, and image are protectable elements of the plaintiff’s personality rights.” The remark highlights the court’s recognition that a celebrity’s identity is a valuable personal and commercial asset that deserves legal protection.
The court further noted that “the plaintiff is entitled to seek injunction against the use of his personality rights by third parties for selling merchandise for their commercial gains, without his authorisation.” It added that any such unauthorised use could mislead the public and unfairly benefit those seeking to capitalise on the actor’s popularity.
Acknowledging NTR Junior’s stature, the court observed that he “is a well known face in India and has gained immense goodwill and reputation, and achieved celebrity status in India.” It warned that allowing such activities to continue would cause serious harm, noting that “the continuing availability of the infringing merchandise would cause irreparable injury to the plaintiff.”
Based on these findings, the court restrained several websites, online platforms and unidentified parties, referred to as John Doe defendants, from infringing upon the actor’s personality rights. It also directed the removal of URLs, videos, posts and other online material that used his identity without permission.
All about the Personality rights
The interim order will remain in force while the case continues. The matter has been listed for further hearing on May 19, 2026.
Personality rights, also known as publicity rights, allow individuals to control how their name, image and likeness are used and monetised. With the growing misuse of celebrity identities through digital content and online merchandise, Indian courts have increasingly stepped in to offer legal protection, making this order another significant development in safeguarding celebrity rights in the digital era.
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