Delhi HC Bans AI Misuse and Fake Merchandise Of Allu Arjun
Delhi HC Protects AA Personality Rights
The Delhi High Court has given a major legal win to Telugu superstar Allu Arjun. In an ex parte ad-interim injunction, the court stopped multiple entities from using the actor’s name, image, voice, and other personality traits for commercial gain without permission. The order specifically covers misuse through artificial intelligence tools, deepfakes, face morphing, and AI-generated voice cloning.
Justice Tushar Rao Gedela passed the interim order in a commercial suit filed by Allu Arjun against e-commerce platforms, intermediaries, and websites hosting objectionable and AI-generated content. The suit pointed to large-scale misuse, including fake merchandise sales, sexually explicit content, and AI tools that simulated “fake calls” with his voice.
The Delhi High Court called Allu Arjun a “well recognised, well respected and commercially successful actor in India,” popularly known as the “Icon Star” of the Telugu film industry. The order noted his journey from child artist in “Vijetha” to national fame with blockbusters like “Pushpa: The Rise” and “Pushpa 2: The Rule.” His dialogues, mannerisms, gestures, attire, speech, signature, and likeness were described as distinctive attributes exclusively linked to him.
The court also acknowledged his trademark registrations for his name and related marks, saying they deserve legal protection. Justice Gedela said the actor made a strong prima facie case, and denying relief would cause “irreparable loss and injury” that money can’t fix. As part of the order, defendants and their associates are restrained from exploiting Allu Arjun’s identity for commercial or personal gain across digital and physical platforms. This includes AI, generative AI, machine learning, deepfakes, and face morphing. The court also banned the sale of unauthorized merchandise like clothing and posters bearing his persona.
It is a wrap for Jailer 2