Bombay HC orders removal of Akshay Kumar's AI Maharishi Valmiki video, flags 'realistic' nature of deep fake

In an order issued on Wednesday, the Bombay High Court described the “realistic” nature of deeply fake images and videos as “genuinely alarming” and granted actor Akshay Kumar interim protection regarding his personality rights, according to LiveLaw. In its order, the court expressed deep concern over the deeply fake video showing the actor making communally inflammatory comments and remarks about Rishi Valmiki. According to a report by PTI, the order said, “The consequences that may arise from the distribution of such content are serious and serious indeed.” The HC mentioned, “Both in the context of images and videos, the morphing is so sophisticated and deceptive that it is virtually impossible to discern that the same are not genuine images/videos of the plaintiff (Kumar).” The court noted that in addition to infringing on the actor’s personality and moral rights, such videos pose a serious threat to the safety and well-being of his family members. They can also negatively impact society and public order, which appears to be the intention of those producing such content, it said. The HC observed, “Therefore, such content should be immediately removed from the public domain, not only in the interest of the plaintiff but also in the larger public interest.” The court further emphasized that Kumar, as a well-known actor, holds rights over his personality, including his name, screen name, image, voice, tone and distinctive performance. The bank ordered the removal of all such content from social media platforms and prohibited the posting of any similar content in the future. Akshay Kumar’s suit in HC: What did it say? Akshay Kumar has filed a lawsuit in the Supreme Court against websites and social media platforms for unauthorized use of his photos, videos and name. In an interim application, he requested the removal of all such content and a ban on its future use. In his plea, Kumar sought the protection of his personality rights in the face of the rise in fake videos, saying that this content has not only damaged his reputation but also carries significant consequences. The petition sought to stop the ongoing infringement and unauthorized commercial use of his personality and publicity rights, including his real name, screen name “Akshay Kumar”, image, likeness, voice, distinctive performance style, mannerisms and other identifiable characteristics. It highlighted widespread misuse of the actor’s persona through AI-generated and deeply fake images and videos, counterfeit merchandise, misleading advertisements, fake brand endorsements, and fake social media profiles on platforms such as YouTube, Facebook, Instagram, X (formerly Twitter), and various e-commerce sites. The suit said: “These acts cause serious and irreparable damage to the plaintiff’s goodwill and reputation, dilute his personality and publicity rights, mislead the public, and amount to disparagement, unfair competition and unjust enrichment.” “Recently I came across some AI-generated videos of a movie trailer showing me in the role of Maharishi Valmiki. I want to clarify that all such videos are fake and created with AI,” Kumar posted on X on September 23. (With input from PTI)