Delhi Court Orders Removal of AI-Generated Sexual Deepfakes of boAt Co-Founder
The Delhi High Court has issued an injunction ordering social media and digital platforms to immediately delete or block deepfake videos and other infringing material depicting Aman Gupta, co-founder of boAt Lifestyle and investor on Shark Tank India.
Justice Tushar Rao Gedela granted the ex parte order on May 7, finding that defendants were exploiting Gupta's name, voice, image, and registered trademark slogans for financial gain. The court determined this constituted unjust enrichment and violated his personality rights.
What the Court Found
Gupta's legal team, led by senior advocate Diya Kapur, argued that he has built substantial public recognition through his business ventures and media presence. He has 3 million followers on LinkedIn and 1.7 million on Instagram.
The court noted that third-party sellers and commercial entities have manufactured and sold merchandise bearing his name, image, likeness, and catchphrases without authorization. They also created sexually explicit deepfake videos using his persona.
Justice Gedela wrote that "the only motive to create such sexually explicit videos, etc., could possibly be for unlawful financial gains and resulting in unjust enrichment."
The Scope of Protection
The injunction protects multiple elements of Gupta's identity:
- His name, voice, and image
- Registered trademark slogans including "Hum Bhi Bana Lenge" and "Down, but not out"
- His distinctive style and public persona
The court found that Gupta's vigilance in registering these trademarks demonstrated his intent to protect his commercial identity. The unauthorized use dilutes his exclusivity and causes financial and reputational harm.
What This Means for Your Practice
This ruling establishes precedent for personality rights protection in the context of AI-generated content. Courts are now explicitly recognizing deepfakes as a violation of commercial identity, not merely as defamation or privacy breaches.
For in-house counsel and litigators, the decision signals that personality rights extend to preventing exploitation through synthetic media. Platforms bear responsibility for removing such content upon notice.
Learn more about how AI intersects with legal practice at AI for Legal.
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