In a major legal win, actor Preity Zinta secured interim protection from the Bombay High Court against identity theft. The order cracks down on unauthorised online content, including AI-generated deepfakes, morphed images, and fake videos.
During the hearing, the court noted that abusing AI to create fake content severely violates a person's privacy, publicity, and dignity rights. The bench emphasised that exploiting a celebrity's likeness without permission has the potential to permanently damage their reputation and public trust.
The court also targeted social media platforms, emphasising that online intermediaries must actively stop platform abuse. The bench stressed that these companies must strictly comply with their obligations under the Information Technology Rules.
The court noted that swift action against fake content is vital to protect citizens' rights and deter repeat offenders.
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During the hearing, Zinta's lawyers flagged hundreds of fake, AI-manipulated links targeting the actor. The court agreed there was clear initial evidence and granted immediate interim protection.
The court also directed the immediate removal of the identified material by intermediary platforms. However, it granted companies like Meta and Google the right to raise legal objections if subsequent complaints involve legitimate or lawfully published content, reserving the plaintiff's liberty to approach the court for further directions.
This landmark order is a massive step forward in fighting the growing challenge of AI deepfakes and protecting individuals from the misuse of their identity in the digital space.
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