The Delhi High Court has granted interim protection to actor Vijay Deverakonda against the unauthorised use of his name, image, voice and other personality attributes, including through artificial intelligence (AI), deepfakes and face-morphing technology. Justice Vikas Mahajan directed social media platforms to remove identified content allegedly misusing the actor’s identity. The court has also set a 72-hour deadline for specified online marketplaces and domain name registrars to act on identified infringing links and domains.
Delhi High Court protects Vijay Deverakonda ’s personality rights
According to ANI and LiveLaw reports, the Delhi High Court has restrained the unauthorised exploitation of Vijay Deverakonda’s personality attributes. The order directs Meta, Google and X to remove, disable access to and permanently take down identified content, including videos, reels, posts, accounts and channels that allegedly misuse or imitate the actor’s identity.The court directed online marketplaces to remove the specified infringing links within 72 hours of receiving a copy of the order. Domain name registrars were also instructed to lock and suspend the identified domains within the same period.Additionally, the Ministry of Electronics and Information Technology and the Department of Telecommunications were directed to issue the necessary instructions to internet and telecom service providers to block or remove access to the listed websites within 72 hours. The concerned entities must file compliance affidavits within two weeks, as specified in the order.
Order covers AI-generated images , videos and deepfakes
Vijay Deverakonda approached the court alleging the unauthorised commercial use of his name, photographs, voice and other distinctive attributes. His plea also raised concerns about AI-generated and digitally morphed videos depicting him in obscene, vulgar and objectionable situations. The interim protection covers variations of his name, including “Vijay Deverakonda”, “Vijay Devarakonda” and “Vijay Sai Deverakonda”, as well as his initials, “VD”. It also extends to his voice recordings, signatures, fashion style, photographs, movie stills and performances.The court observed that the actor had established a strong prima facie case for protection. It further noted that the potential damage to his image and personality appeared real and might not be adequately compensated through monetary damages alone. The order seeks to prevent the unauthorised exploitation of the actor’s identity, including for commercial gain and through digitally manipulated material that could harm his reputation.
Delhi High Court clarifies protection over ‘Rowdy’
While granting interim protection over the actor’s personality attributes, the court declined to issue an ex-parte interim injunction against the standalone use of the word “Rowdy” on the ground of passing off.The court observed that evidence would be required to establish that the term had acquired distinctiveness or a secondary meaning exclusively associated with Deverakonda. However, it clarified that using an AI-generated or morphed image of the actor alongside the word “Rowdy” would fall within the scope of the protection granted for his personality rights.The distinction means that the standalone use of the word has not been prohibited under the interim order, while its use in combination with manipulated images of the actor may amount to a violation of his protected personality attributes.
Vijay Deverakonda’s personality rights case: What happens next?
The Delhi High Court has issued notice to the defendants and directed them to file their replies within four weeks. The matter is scheduled to come before the Joint Registrar on December 3, 2026, for completion of service and pleadings, followed by a hearing before the court on February 2, 2027.
