In a move to protect his identity and image rights, Bollywood actor Jackie Shroff filed a complaint with the Delhi High Court about the unauthorized use of his name, voice, images, and signature phrase “Bhidu.” In a recent development, the court issued an order protecting the actor’s publicity rights and personality, and it also forbade a number of social media accounts, chatbots that use artificial intelligence (AI), and e-commerce websites from using the actor’s name, voice, or likeness for profit without the actor’s express consent.
Delhi High Court prohibits using Jackie Shroff’s name, likeness, or voice incorrectly.
A one-judge bench led by Justice Sanjeev Narula agreed in an interim ruling dated May 15 that the information provided in Jackie Shroff’s case definitely confirms the actor’s status as a celebrity. “This recognition inherently affords the plaintiff certain entitlements over his persona and related attributes,” the court stated. In addition, the actor’s trademark registration for the name “Bhidu” was recognised by the court, according to report.
The complainant’s unique qualities such as his personality, name, voice, image, likeness, mannerisms, gestures, and other distinguishing features are used in his commercial endorsements, according to the top court. These characteristics, which are under the exclusive jurisdiction of the plaintiff, include his “personality rights” and “publicity rights.” The court also stated that unapproved commercial use of these characteristics not only infringes upon these rights but also gradually erodes the plaintiff’s built-up brand value.
The defendant companies included artificial intelligence chatbots and online stores that sold items with the actor’s picture on them, such as mugs, T-shirts, and posters. The high court then served notices on these defendant entities, directing them not to infringe upon the actor’s personality rights until the next hearing date.
The high court also examined a content creator’s YouTube video that had multiple interviews with Shroff and highlighted his responses. The actor’s face was clearly displayed in the paused video, along with sunglasses, a digitally changed gold chain, and the words “Thug Life.”
Information regarding Jackie Shroff’s search for personality rights
Through his legal counsel, Jackie filed a plea in the Delhi High Court on May 14, expressing worries about the actor’s publicity and personality rights being exploited. The spokesperson cited examples including the production of memes and the for-profit retail sales of items bearing Jackie Shroff’s name.
Actors have already taken legal action to defend their rights to image protection. In the past, Amitabh Bachchan petitioned the Mumbai High Court to forbid the unapproved use of his voice and unapproved mimicry. Similarly, Anil Kapoor petitioned the Delhi High Court last year to have his personality rights protected.
