Bollywood megastar Akshay Kumar has joined a growing list of Indian celebrities who are taking a legal stand against the misuse of their image, voice, and likeness through AI-generated content and deepfakes.
In a landmark move, Akshay has filed a petition before the Bombay High Court, seeking protection of his “personality rights” — a term that refers to the legal control individuals have over the commercial use of their identity.
“Technology is evolving faster than the law. We need to draw a line between innovation and invasion,” Akshay stated through his legal team.
⚖️ What Are Personality Rights — and Why It Matters Now
The concept of personality rights allows public figures to prevent others from exploiting their name, image, or voice for commercial gain without permission. With the explosion of AI tools capable of cloning voices and faces, these rights have become a hot legal issue worldwide.
Akshay’s petition comes at a time when deepfake content is proliferating across social media. Videos mimicking celebrities’ voices or faces are often used for advertisements, political propaganda, or explicit material — without the actor’s consent.
“In an era of deepfakes and AI replicas, even a single fake video can destroy reputations built over decades,” said media lawyer Abha Singh, commenting on the case.
🎥 Bollywood’s Legal Awakening
Akshay Kumar isn’t alone. In recent months, stars including Aishwarya Rai Bachchan, Abhishek Bachchan, Hrithik Roshan, Karan Johar, and Kumar Sanu have filed similar petitions in different high courts across India.
According to The Economic Times, this wave of legal actions represents Bollywood’s collective effort to establish stronger digital identity protections.
A source close to the industry explained:
“Celebrities are brands themselves. Unauthorized use of their likeness can lead to serious financial and reputational harm.”
🧠 The AI Challenge: When Machines Mimic Stars
Artificial Intelligence models trained on vast data sets can now generate ultra-realistic versions of people — even making them speak or act in ways they never did.
In 2024, a deepfake ad featuring a fake Ranveer Singh promoting a cryptocurrency went viral before being taken down. Similar videos using the likeness of Amitabh Bachchan and Shah Rukh Khan have surfaced, prompting widespread concern.
“India currently lacks a robust framework for AI ethics or identity protection,” noted cyber law expert Pavan Duggal. “These court petitions could pave the way for new laws defining digital impersonation crimes.”
🌐 Global Parallels
Around the world, major entertainment industries are battling similar issues.
In Hollywood, the SAG-AFTRA actors’ strike in 2023 included demands for AI usage regulations. Stars like Tom Hanks and Scarlett Johansson have spoken publicly against the unauthorized use of their digital likenesses.
Now, Bollywood is catching up — and Akshay Kumar’s move might just be the catalyst for an Indian equivalent of “AI image rights law.”
💬 Public Reactions
Fans have largely supported Akshay’s stand, calling it a necessary step in today’s digital chaos. On X (formerly Twitter), hashtags like #ProtectCelebritiesFromAI and #AkshayKumarRights began trending shortly after news broke.
One fan tweeted:
“Deepfakes are getting scary. Glad our stars are fighting back legally.”
Another wrote:
“AI can’t replace human originality. Kudos to Akshay for speaking up!”
🧩 The Road Ahead
Legal experts believe Akshay’s case could set a judicial precedent for future AI-related disputes in India’s entertainment sector. If courts uphold his petition, content creators and advertisers could soon need explicit digital consent licenses before using any celebrity likeness.
The move could also inspire sports icons, influencers, and political figures to seek similar protection.
“This is not just about celebrities — it’s about every individual’s right to identity in the digital age,” said advocate Anand Mahadevan, who has represented multiple media clients.
📽️ Conclusion
As India becomes a global entertainment powerhouse, the intersection of AI, privacy, and creativity will define the next decade.
By taking legal action now, Akshay Kumar has positioned himself as a voice for digital accountability — ensuring that fame in the age of AI doesn’t come at the cost of identity.
