With Bollywood stars frequently becoming targets of deepfake videos, actor Anil Kapoor tells mid-day why he took legal action last year to prevent misuse of his name and image by AI creations.
Over the past few months, numerous deepfake videos featuring Bollywood celebrities have surfaced online, adding to the growing concern over the misuse of artificial intelligence (AI). From a ‘Get ready with me’ video allegedly featuring Alia Bhatt to a 40-second clip of Ranveer Singh purportedly endorsing a political party, these videos are not only becoming more frequent but also more alarming. Amidst this backdrop, Anil Kapoor’s legal victory last year may have set a crucial precedent for celebrities across India.
In September 2023, the Delhi High Court ruled in favor of Anil Kapoor when he appealed for the protection of his personality rights. Kapoor, aged 67, emphasized the risks posed by AI misuse and sought to restrain unauthorized parties from using his name, voice, image, likeness, and iconic dialogues for commercial gains without his explicit consent. His legal team, led by Ameet Naik, presented various instances of such misuse, compelling the court to issue an order safeguarding Kapoor’s rights across all media platforms.
The rapid advancement of AI has spotlighted the urgent need for robust regulations, especially in India, where such measures remain nascent. Reflecting on his legal battle, Kapoor pointed out the inadequacies in existing regulations over an email interview with mid-day: “The rapid advancement of AI has transformed the creative and entertainment industries. The changing landscape of the industry, digital media, and the Screen Actors’ Guild protests in the United States necessitated a need for stronger protection of image and attributes. Recognizing these challenges and the nascent state of AI regulations in India, I felt it was imperative to take legal action to protect my attributes and prevent misuse of my name and image.”
The actor shared that his team, while preparing for the legal suit, came across several instances of AI-generated content exploiting his name and image. From face masks brands falsely claiming his endorsement to the use of his voice in ringtones, the unauthorized commercial exploitation was rampant. His now-iconic catchphrase “jhakaas,” originally from the 1985 film Yudh, had been brazenly utilized across numerous merchandise lines.
However, the most distressing discovery came in the form of deepfake videos. “Some of these videos not only utilize the face but also mimic the voice,” Kapoor stated. He recounted one particularly egregious instance where his face was morphed onto a woman’s body in inappropriate scenarios, reinforcing his decision to seek legal redress. “Such content is not only obscene and vulgar but also very disturbing to watch,” he added.
Kapoor’s primary concern revolves around the potential damage to his meticulously built reputation over a career spanning four decades. Understanding the pivotal role goodwill plays in a public figure’s success, he stressed, “As an actor, your image and voice are your most valuable assets. AI gives people an easy way to utilize these attributes for their own benefit.
. It is not only limiting potential professional opportunities but new business avenues as well. Additionally, unauthorized use can dilute the brand I have built over decades of my career. If my image is associated with content that I have not signed off on, it can negatively affect how the public perceives me. There’s also the risk of reputation damage from realistic deepfakes that might show me in compromising situations.”
Trust, Kapoor emphasized, is the biggest reward he has garnered from the public. “Fans and the general public might find it difficult to distinguish between genuine and AI-generated content, which can erode their trust in my authentic work and appearances. I always aim to be authentic and genuine, and it is important for fans and the public to see that.”
He lauded the proactive stance of the Delhi High Court, stating, “I think this is a great step forward in law, and we are one step further to stronger protection of personality rights in India.” For Kapoor, the ruling signifies a crucial stride in the legal protection of celebrities, especially in an era where deepfake technology poses significant threats.
As AI technology continues to evolve, Kapoor underscores the importance of staying vigilant and proactive. “It’s important to work closely with legal experts to watch the latest developments in AI and their potential ramifications. As AI develops, new kinds of regulations may come into play along with new technology to help regulate the circulation of unauthorized content. Overall, it’s about staying vigilant, being proactive, and leveraging both legal and technological tools to protect one’s personality rights.”
As stars like Alia Bhatt, Ranveer Singh, and Rashmika Mandanna become targets of deepfake videos, Kapoor believes balancing personality rights with the public’s right to free speech is essential and complex. “People have the right to express themselves, including through parody, satire, and commentary. To find this balance, it’s essential to focus on intent and context. This plays an integral role in understanding whether the content is trying to commercialize, defame, or mislead.”
In summation, the Delhi High Court’s ruling in Kapoor’s favor in September 2023 has become a landmark decision. By restraining unauthorized parties from using the actor’s name, voice, image, likeness, and iconic dialogues without his consent for commercial gains, the ruling offers significant protection against the misuse of his attributes, particularly in deepfake videos. This judicial action benefits celebrities by shielding them from morphed images, deepfake videos, and other malicious AI-generated content, setting a protective legal framework for the entertainment industry in India.
