Bollywood veteran
Jackie Shroff
has taken
legal action
to safeguard his personality and publicity rights.
The actor, on Tuesday, filed a suit before the
Delhi High Court
against multiple entities for the alleged ‘unauthorized’ use of his name, photographs, voice, and the term “
Bhidu
” without his consent.
According to Live and Law, Shroff’s plea will be heard before the court tomorrow, Wednesday.
The lawsuit filed before the court is a significant development in the ongoing dialogue surrounding
celebrity rights
in the digital age. The actor’s decision to move forward with this plea comes after actors like
Anil Kapoor
and
Amitabh Bachchan
went the legal way to safeguard their
personality rights
.
Last September, the Delhi High Court passed an interim order protecting the personality rights of Anil Kapoor and restrained various entities from misusing his image, name, voice or other elements of his persona for commercial purposes without his consent.
He sought to restrain the use of his name, the acronym AK, his voice, image, as well as his characters like Lakhan, Mr India, Majnu Bhai, Nayak and the phrase jhakaas with his photo without his consent. He also sought protection from use of any technology including AI deepfakes, GIFs etc.
The actor’s legal team identified 44 links that the court has ordered to be blocked.
Prior to that, Amitabh Bachchan also sought an injunction from the court to restrain a jeweller from using his celebrity status to promote its goods while relying upon his publicity rights.
