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Bollywood star Kartik Aaryan has received significant relief after seeking the protection of his personality rights from the Bombay High Court. The actor initiated an intellectual property lawsuit against various Indian and international e-commerce and social media platforms, alleging unauthorized commercial exploitation of his identity online. On Wednesday, the Bombay High Court issued a crucial ruling favoring the Chandu Champion actor.

Kartik joins a prominent group of celebrities, including Amitabh Bachchan, Aishwarya Rai Bachchan, and Salman Khan, who have successfully secured similar rights. According to a report from Bar and Bench, during the court session, it was suggested that the court might order the removal of online content that misappropriates the actor’s identity, including unauthorized commercial use of his name and likeness. Justice Sharmila Deshmukh indicated that an appropriate ruling would be forthcoming.

Kartik’s attorney, senior advocate Birendra Saraf, highlighted multiple instances of alleged misuse, stating that some content was not only objectionable but also being utilized for commercial purposes, including merchandise that exploits the actor’s identity. He also mentioned the existence of AI-generated videos and other materials that could potentially damage the actor’s reputation. Kartik is represented by advocates Ameet Naik and Madhu Gadodia, alongside Saraf.

The lawsuit filed by Kartik names several Indian and international e-commerce and social media platforms, along with some unnamed entities, claiming they have used his name, image, and likeness without authorization in advertisements, merchandise, and other digital content. The actor has requested the court to instruct these platforms and authorities to remove such content and identify those responsible.

These personality rights grant individuals legal authority over how their identity is utilized in public and commercial contexts. Essentially, this means that one cannot use elements closely associated with a person, such as their name, image, voice, or signature, without their consent. In contrast, the right to privacy focuses on safeguarding personal dignity, encompassing issues like deepfakes, altered images, fake endorsements, and manipulated private content.

On the professional front, Kartik Aaryan is set to appear in the fantasy comedy film Naagzilla, which is scheduled for release on February 12, 2027.