The Bombay High Court ordered e-commerce and AI platforms to remove deepfakes and unauthorised content misusing Shilpa Shetty’s identity. The court termed such content harmful to dignity and privacy, directing swift takedown of flagged material within eight days.

Mumbai, March 16: The Bombay High Court has directed several e-commerce platforms and artificial intelligence (AI) content websites to remove deepfakes and other online material that allegedly infringe the personality rights of Bollywood actor Shilpa Shetty Kundra.

Court restrains unauthorised use of personality rights

Justice Sharmila Deshmukh restrained around 28 entities from unauthorised use and commercial exploitation of the actor’s personality attributes, including her name, image, likeness and photographs.

The court observed that certain e-commerce platforms were misusing Shetty’s persona to market products by creating a false association with the actor.