Deepfake: Bollywood celebs are demanding personality rights, know how big is the danger..

The Bachchan family has now also joined the legal battle over personality rights. Aishwarya Rai has recently filed a petition against aishwaryaworld.com and other websites, while her husband Abhishek Bachchan also filed a petition in the Delhi High Court on September 10, demanding protection of his identity and publicity rights.

Deepfake cases increased in the film industry.

In the last year, more than half a dozen big film stars have reached the court. These include names like Anil Kapoor and Jackie Shroff. Most of the petitions in these cases were filed to stop AI-generated deepfake videos, fake endorsements, and merchandise being sold without permission.

According to many reports, public figures associated with film, sports, and digital media are becoming more cautious than before. Famous lawyer Abhishek Agnihotri said that many celebrities want to know how protection can be provided in advance and how quickly the court can intervene.

Amitabh Bachchan has also filed a petition.
In the year 2022, Amitabh Bachchan also approached the court to protect his identity. At that time, this step was considered rare, but now the situation has changed, and more and more people are becoming active about it.

What is Deepfake?

Deepfakes can be in both photo and video form. It is created using a special machine learning called deep learning. In deep learning, the computer is given two videos or photos, after seeing which it itself makes both the videos or photos the same.

This is just like a child imitating something. Such photo videos have hidden layers that are seen only with editing software. In one line, deepfake is a process of converting real images and videos into fake photo-videos. Deepfake photo-videos look real even though they are fake.

In very simple language, a deepfake is an edited video in which someone else's face is replaced with someone else's face. Deepfake videos are so accurate that you cannot easily recognize them. Artificial Intelligence (AI) and machine learning are also used to create deepfake videos.

Have to suffer financial loss
Experts believe that now stars are understanding that any manipulated video or fake branding can cause serious damage to both their image and financial condition. Not only this, but deepfake content can also promote trolling, bullying, and even violence against celebrities. This is the reason why personality rights are now considered not just a matter of respect, but also a part of intellectual property and commercial control.

Demand for personality rights arose.
Amidst the growing threat of deepfakes, celebrities are now demanding personality rights. Personality rights protect a celebrity from unauthorized use of his or her name, image, voice, signature, gestures and digital identity. These rights are protected under Articles 19(1)(a) and 21 of the Indian Constitution to prevent commercial exploitation of one's identity.

In today's connected world, the identity of a public figure has become not just personal but also a brand value. This is why personality rights are now considered an important part of the intellectual property portfolio.

Disclaimer: This content has been sourced and edited from Amar Ujala. While we have made modifications for clarity and presentation, the original content belongs to its respective authors and website. We do not claim ownership of the content.