Shruti Haasan moves Bombay High Court against AI deepfakes, fake endorsements

Actor Shruti Haasan has approached the Bombay High Court seeking the protection of her personality and publicity rights and directions against AI-generated or morphed content, fake endorsements and unauthorised merchandise that violate such rights [Shruti Haasan v. Mahalaxmi Arts and Crafts Work & Ors.].

Justice Abhay Ahuja today granted her leave under Clause XII of the Letters Patent to institute her commercial suit alleging a violation of intellectual property rights.

Such leave is required where part of the cause of action arises outside the Court’s territorial jurisdiction, enabling it to entertain the suit despite jurisdictional limitations.

Haasan has filed the suit against several Indian and foreign entities, social media platforms and unidentified (John Doe) defendants.

Among the defendants is Mahalaxmi Arts and Craft Works which allegedly sells posters on Flipkart bearing Haasan’s name and image without authorisation.

Other defendants include celebrity booking and endorsement platforms, fashion and jewellery platforms and social media companies, including Google (YouTube), Meta (Facebook and Instagram), X Corp, and Pinterest.

Hassan has accused these platforms of hosting or facilitating content that infringes her rights, including AI-generated videos that falsely depict her in romantic relationships with other actors.

The suit also flags fake promiscuous, revealing photos and sexually explicit videos/ photos, including pornographic material created using generative AI and deepfake technology.

“The entities are using AI and deepfake technology by morphing/ superimposing Haasan’s face to create distasteful and sexually explicit videos and images,” Hassan's plea states.

She has sought orders restraining the infringement of her personality and moral rights through the unauthorised use of her name, image, likeness and other attributes of her identity.

The pleadings state that through her work in Hindi, Tamil, Telugu and English cinema, as well as music and brand endorsements, her name has acquired distinctiveness and is well recognised among the trade and the public.

“On account of continuous and extensive use of the name ‘Shruti Haasan’, it has come to be recognised and identified exclusively with the Plaintiff,” the suit states.

Haasan has sought permanent injunctions, the takedown of infringing content, a John Doe order against unknown infringers, as well as damages and a rendition of the profits that may have been generated through the unauthorised use of Hassan's name or traits.

The matter is likely to be mentioned for interim relief before Justice Madhav Jamdar.

Advocates Rashmin Khandekar, Ameet Naik, Madhu Gadodia, Aman Saraf, Malabika and Unnati Gambani of Anand & Naik appeared for Haasan.