Bollywood actor Kartik Aaryan has approached the Bombay High Court to safeguard his personality rights through an intellectual property suit. He alleges that several Indian and international e-commerce and social media platforms are using his name, image, and likeness without consent for commercial purposes. Aaryan requests a permanent injunction to prevent the unauthorized exploitation of his personal attributes, including photos, videos, and voice, particularly through AI-generated content and deepfakes.

Personality rights are legal entitlements that allow individuals to control the commercial use of their identity, including their name and likeness. They are divided into two categories: the Right of Publicity, which protects against unauthorized commercial exploitation, and the Right to Privacy, which guards against intrusions into personal dignity.

Aaryan's case follows a trend where other celebrities, such as Aishwarya Rai, Amitabh Bachchan, and Karan Johar, have also sought legal protection for their personality rights. Recently, the Bombay High Court ruled in favor of veteran playback singer Asha Bhosle, prohibiting the unauthorized use of her identity, including through AI technologies.