The Delhi High Court has granted interim protection to Telugu cinema star Nandamuri Taraka Rama Rao Junior, widely known as NTR Junior, safeguarding his personality rights from unauthorised commercial use. The order was passed on December 22 by Justice Manmeet Pritam Singh Arora after the actor moved the court against the misuse of his name, image and likeness across digital platforms, including content generated using artificial intelligence and deepfake technology.

Delhi HC grants interim protection

In its observations, the court clearly stated that “plaintiff’s personality traits and or parts thereof, including name, likeness, and image are protectable elements of the plaintiff’s personality rights.” The remark highlights the court’s recognition that a celebrity’s identity is a valuable personal and commercial asset that deserves legal protection.