With the widespread increase in the use of generative AI and deepfake technologies, several prominent Indian celebrities have turned to the courts to safeguard their personality and publicity rights. For the unversed, personality rights are a legal proceeding that helps to protect a public figure’s voice, name, likeness, image, signature, mannerisms and other things. It is said to be closely linked to the constitutional right to privacy. These legal protections safeguard the celebrities against the unauthorised commercial use of their name, image, voice, likeness or even signature catchphrases.

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