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News India Live, Digital Desk: In this era of digital revolution and Artificial Intelligence (AI), Bollywood stars are now afraid of their identity being stolen. For some time now, a new wave is being seen in the film industry, where big celebs are knocking on the doors of the court to get their ‘Personality Rights’ are being secured. Recently, Kartik Aryan has joined this list, whereas before him, stalwarts like Amitabh Bachchan, Aishwarya Rai and Anil Kapoor have received this legal protection. After all, what is this right and why are celebs so worried about it? Let us understand.
What are personality rights and why is it important?
Personality rights simply means control over your personal identity. Under this right, no person or company can use the name, voice, face, signature or any unique identity of a celebrity (or common person) for commercial or misleading purposes without their permission.
It is often seen that people put photos of celebs on T-shirts, mugs or advertisements without permission. Now after getting this right, doing so will be considered a legal crime.
The growing threat of AI and deepfakes
The biggest reason behind celebs demanding this right is the misuse of ‘deepfake’ and ‘AI’ technology. Nowadays, objectionable videos are made by putting the face of any actor or people are cheated by using their voice.
Economic loss: Many people earn money by using the images of celebs, while the star is not even aware of it.
Professional Image: Misused photos or voices damage the actor’s credibility and their brand endorsement value.
Not only celebs, common people are also entitled
If you think this right is only for film stars, then you are wrong. Any common citizen who feels that his identity may be or is being misused can take refuge in the law. The court looks at what loss the person has suffered personally or professionally due to this use. If loss is proved, the court immediately orders action against the opposite party.
These stars have taken legal protection till now
The process of securing personality rights was started by ‘Shahenshah’ Amitabh Bachchan. After that the entire industry gradually became aware. Till now the following celebs have legally locked their identities:
Amitabh Bachchan, Abhishek Bachchan and Aishwarya Rai Bachchan
Salman Khan and Hrithik Roshan
Anil Kapoor and Jackie Shroff
Akshay Kumar and Kartik Aryan
Rajinikanth and Karan Johar
Strict action will be taken in case of violation
Once the personality rights are approved by the court, if any person uses the celebrity’s photo, autograph or voice without permission, heavy fines and legal action can be taken against him. This law not only protects the privacy of the stars, but also protects them from fraud in the digital age.
