Shruti Haasan moves Bombay High Court against AI deepfakes, fake endorsements and unauthorised use of her identity
Here's the latest update from the Bollywood world:
Shruti Haasan has moved the Bombay High Court seeking protection against AI deepfakes, fake endorsements and unauthorised use of her identity.
Adding to this, The commercial suit names several Indian and international entities, social media platforms and unidentified individuals, commonly referred to as John Doe defendants, for allegedly facilitating or hosting content that infringes her rights.
Meanwhile, Justice Abhay Ahuja has granted Haasan leave under Clause XII of the Letters Patent to institute the commercial suit. The permission was required because part of the alleged cause of action falls outside the territorial jurisdiction of the Bombay High Court. The order enables the court to hear the matter despite those jurisdictional limitations. The matter is expected to be mentioned before Justice Madhav Jamdar for interim relief.
Notably, In her plea, Haasan has alleged that her name, image and likeness have been used without permission to create AI-generated and morphed content, including videos falsely portraying her in romantic relationships with other actors. The suit also raises concerns over fake revealing photographs and sexually explicit videos and images allegedly created using generative AI and deepfake technology.
As per the latest buzz, According to the plea, "The entities are using AI and deepfake technology by morphing/superimposing Haasan's face to create distasteful and sexually explicit videos and images."
In further updates, Haasan has sought an injunction restraining the unauthorised use of her identity and personality attributes, arguing that such content violates her personality, publicity and moral rights.
On top of that, Among the defendants is Mahalaxmi Arts and Craft Works, which is accused of selling posters featuring Haasan's name and image on Flipkart without authorisation.
The suit also names several star booking and endorsement platforms, fashion and jewellery businesses, along with major social media companies, including Google-owned YouTube, Meta's Facebook and Instagram, X Corp and Pinterest.
Source: Bollywood Hungama