delhi-hc-protects-rajat-sharma-from-deep-fake-abuse

Refusing to give a green signal to the misuse of AI and deep fake technology the Delhi High Court has given a major legal breakthrough to senior journalist Rajat Sharma where his personality rights including image, voice and personal content produced by him have come into operation.

 

This order passed on December 18 by Justice Amit Bansal deals with a troubling matter of fake news being published in Sharma’s name and image.

 

Since the court has ordered relief in the form of deleting the contents in consideration, the contents include the falsified videos and photo-shopped pictures. Such materials synthesizing AI technology distort Sharma’s voice or photo or any other aspect of his personality which can harm his reputation.

 

They said the content was written to advance bogus theories on the efficacy of some drugs as cures for diabetes, joint and prostate pains, and prostatitis, parading it as from Sharma and some other personalities like Amitabh Bachchan and Naresh Trehan.

 

For this reason, these misleading endorsements are dangerous for public trust because people believe in public personas.

 

Sharma’s legal team stated that the dissemination of such fake content violates his personality and publicity rights thoroughly.

 

As a marketer who has earned the trust of the Indian families, any negative portrayal of Sharma’s portrayal as endorsing products for healthy living would cost him greatly but also dent the perception that the public has towards healthy living.

 

Moreover, the representations associated with these products pose the danger of endangering many people’s lives since they may take the fake endorsements to be real.

 

The court’s decision also extends to ordering Meta Platforms Inc. to take swift action to block and remove all content associated with the defendants, along with requiring them to disclose the identities of those responsible for creating and distributing the deceptive materials.

 

This includes sharing personal details such as the names, addresses, and contact information of the defendants.

 

In addition to the misuse of his image, Sharma’s suit also highlights the unlawful exploitation of India TV’s registered trademarks.

 

It was alleged that the defendants were violating copyright laws by using footage from Sharma’s popular television show, "AAJ KI BAAT: RAJAT SHARMA KE SAATH," without permission.