When Salman Khan walks on screen, people instantly recognise him; the voice, the style, the gestures, even the way he dances. But in today’s digital world, that very recognition has become a problem. With fake videos, AI-generated clips, and misleading online content spreading fast, the Bollywood superstar has now turned to the Delhi High Court to protect what he calls his personality and publicity rights.
Last week, the High Court stepped in and asked social media platforms and online intermediaries to act within three days to stop the misuse of Salman Khan’s identity. The order has sparked fresh discussion on how celebrities and eventually ordinary people can protect themselves from digital misuse in an era dominated by AI and viral content.
Why Salman Khan Approached the Court?
According to the petition filed before the Delhi High Court, Salman Khan claimed that his name, image, voice, likeness, and overall persona are being used online without his permission. This includes misleading advertisements, fake endorsements, un-authorised merchandise, and AI-generated content in form of deepfake that makes it appear as if he is promoting products or services he has nothing to do with.
The actor argued that such misuse not only harms his reputation but also misleads the public. In many cases, fans and consumers cannot easily tell whether the content is real or fake, especially when AI tools can now create highly realistic videos and audio clips.
Salman Khan’s concern is not new or unique. In recent months, several Indian celebrities, including Aishwarya Rai Bachchan, Kumar Sanu, and Nagarjuna, have also moved courts seeking similar protection. What makes this case stand out, however, is the court’s quick response and the growing role of AI-driven impersonation in these disputes.
Delhi High Court’s Clear Message to Social Media Platforms
The Delhi High Court directed major social media platforms and online intermediaries to respond within three days to Salman Khan’s complaint. The court treated his petition as a formal grievance under India’s IT Rules, which means platforms are legally required to act once they are informed about unlawful or harmful content.
In simple terms, the court told platforms that they cannot ignore complaints about identity misuse once they are officially notified. If content uses a person’s identity for commercial gain without permission, platforms must examine it quickly and take necessary action.
At the same time, the court also acknowledged the need for balance. Not every fan page, parody, or creative reference automatically violates personality rights. The focus, the court made clear, is on commercial misuse and deception, not genuine fan expression.
What Are Personality Rights, Really?
Personality rights, also called publicity rights allow a person to control how their identity is used, especially for commercial purposes. This includes:
- Name
- Photograph or image
- Voice
- Signature style or gestures
- Reputation and public image
India does not yet have a specific law that clearly defines personality rights. Instead, courts have protected these rights using ideas from privacy law, trademark law, and unfair competition.
Over the years, Indian courts especially the Delhi High Court have built strong legal protection for celebrities against un-authorised use of their identity. The Salman Khan case adds to this growing line of decisions, but with a modern twist: the involvement of AI and digital impersonation.
Why such Cases Matters Beyond Bollywood?
While these cases involve a major film star, its impact goes far beyond cinema. First, it sends a message to social media companies that Platforms are no longer just neutral hosts. Once they are informed about misuse, they have a responsibility to act quickly. Second, it raises questions about consumer protection. Fake celebrity endorsements can mislead people into buying products or trusting services under false assumptions. Third, it sets the stage for future debates on AI regulation. As AI tools become widely available, courts will increasingly face questions about who is responsible when technology is used to copy or impersonate someone.
Finally, it opens a door for ordinary individuals. While celebrities are the first to approach courts, the same risks , fake videos, voice cloning, identity misuse can affect anyone.
What Happens Next?
The case will now move forward as social media platforms respond to the court’s directions. The Delhi High Court will continue to hear arguments and decide how far protection should extend and what responsibilities platforms must bear.
Legal experts believe this case could become another important reference point in India’s evolving approach to digital rights, AI misuse, and platform accountability.
For now, the court’s message is clear: identity has value, and in the digital age, it deserves protection.