Delhi HC to protect Allu Arjun’s personality rights 'AI misuse concerns'

The Delhi High Court on Friday said it will pass orders to protect the personality and publicity rights of Telugu actor Allu Arjun against the unauthorised use of his name, image, and other attributes across digital platforms.

A single-judge Bench of Justice Tushar Rao Gedela, after hearing the suit filed by the actor alleging unauthorised commercial exploitation of his identity, indicated that an interim order would be passed to restrain the misuse of his personality traits, including his name, voice, and likeness, without his consent.

During the hearing, Justice Gedela initially questioned the maintainability of the plea before the Delhi High Court, remarking on the geographical



distance between the national capital and the actor’s home state of Telangana.

In response, counsel appearing for Arjun submitted that the alleged infringement was taking place across the country through digital platforms, thereby justifying the invocation of jurisdiction.

Senior advocate Swathi Sukumar, representing the actor, argued that the scale and nature of misuse were alarming, particularly with the emergence of artificial intelligence (AI)-driven tools.

She apprised the Delhi High Court of instances involving unauthorised sale of merchandise, circulation of obscene content, and the use of AI-generated likenesses of the actor.