The superstar seeks an injunction against unauthorized use of his name, image, voice, and mannerisms, citing the rising threat from deepfakes and commercial misuse.
December 11, 2025: Bollywood superstar Salman Khan has approached the Delhi High Court seeking comprehensive legal protection for his personality and publicity rights, becoming the latest major public figure to challenge the growing, unauthorized commercial use of celebrity identities in the digital age.
The actor’s petition, which was heard by the Delhi High Court on Thursday, calls for a blanket injunction against named and unnamed entities from misusing his name, image, voice, likeness, mannerisms, and dialogues without his explicit consent.
Protecting Brand Value Against AI Misuse
Salman Khan argues that the unauthorized use of his identity across social media platforms, websites, and e-commerce portals can seriously mislead the public, dilute his brand value, and cause significant commercial and personal harm.
His legal move highlights the rising threat posed by new technologies like Artificial Intelligence (AI) and deepfakes, which make it easier for third parties to create convincing fake content that can damage a celebrity’s reputation and lead to scams.
During the hearing, Justice Manmeet Pritam Singh Arora directed social media intermediaries to treat Khan’s suit as a formal complaint under the IT Intermediary Rules and take appropriate action within three days, a similar directive given in the recent case of actor Jr. NTR. The Court also indicated it would pass specific interim orders against non-intermediary entities selling unauthorized merchandise using Khan’s persona.
Delhi HC: The New Hub for Personality Rights
The Delhi High Court has emerged as the principal judicial forum for such cases. Salman Khan’s petition adds to a significant wave of legal actions taken by prominent personalities who have recently secured protection orders against the misuse of their identities:
- Amitabh Bachchan
- Aishwarya Rai Bachchan
- Abhishek Bachchan
- Anil Kapoor
- Nagarjuna
- Jr. NTR
- Ajay Devgn
Judicial orders in these cases have consistently recognized the exclusive right of a public figure to control the commercial use of their persona. While judges have emphasized the need to protect real artistic expression, satire, news reporting, and commentary, they have drawn a firm line against exploitation for commercial gain or content that violates a person’s dignity and privacy.
The outcome of Khan’s petition is expected to further shape the legal landscape defining celebrity rights in India against the challenges of digital and AI-driven impersonation.