The Delhi High Court has stepped in to shield yoga guru Swami Ramdev from the alleged misuse of his identity through AI-generated deepfakes, fake endorsements, and manipulated online content. Hearing a commercial suit filed by Ramdev against unknown entities and digital platforms, the Court granted an ex parte ad-interim injunction, holding that prima facie misuse of his persona violates legally protectable personality and publicity rights and risks misleading the public.
Before the Court, Ramdev asserted that his name, voice, image, saffron attire, and distinctive speaking style are closely identified with his decades-long work in yoga and Ayurveda, earning him significant goodwill and public trust. He alleged that AI-generated videos, morphed visuals, impersonation accounts, and fabricated promotional material were circulating across social media and e-commerce platforms, falsely depicting him as endorsing medicines, consumer products, and health advice without consent.
While intermediary platforms argued that some content fell within satire or parody protected by free speech, the plaintiff maintained that the material was designed for commercial exploitation and could deceive viewers into believing it originated from official sources.
Justice Jyoti Singh observed that the unauthorised commercial use of a public figure’s identity cannot be justified under the guise of online expression. The Court noted that “Such misinformation could not only damage his reputation but also pose risks to public health if individuals rely on misleading claims.” On a prima facie assessment, it found that AI-manipulated visuals and fabricated endorsements had the potential to erode credibility and dilute brand value.
Consequently, the Court restrained the defendants and associated persons from using Ramdev’s name, image, voice, likeness, or distinctive attributes without authorisation, and directed platforms to remove and block specified URLs and listings within 72 hours. Issues relating to alleged parody content will be examined at the next hearing.
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