The Bombay High Court has granted interim protection to actor Preity Zinta in her lawsuit seeking action against AI-generated deepfakes, morphed images, fake videos and other unauthorised online content allegedly created using her identity.

While hearing the matter, the High Court observed that the misuse of artificial intelligence to generate fabricated content can infringe an individual's personality rights, publicity rights and fundamental right to live with dignity. It noted that the unauthorised use of a public figure's image or likeness has the potential to harm both reputation and public confidence.

The Court also underscored the responsibility of social media intermediaries, observing that digital platforms must take proactive steps to prevent misuse of their services and comply with their obligations under the Information Technology Rules.

According to the Court, prompt removal of such content would not only safeguard the rights of individuals but also deter the repeated misuse of AI-generated material online.

During the hearing, counsel appearing for Zinta submitted that hundreds of online links hosted AI-generated or manipulated images and videos falsely depicting the actor. Taking note of the material placed before it, the Court held that Zinta had made out a prima facie case warranting interim protection.

Accordingly, the High Court permitted the identified content to be taken down from the concerned platforms.

At the same time, the Court clarified that platforms such as Meta and Google would be free to raise legal objections in cases where future takedown requests relate to content that is genuine or lawfully published. If any such dispute arises, Zinta has been granted liberty to approach the High Court for appropriate directions.

The interim order marks another significant judicial intervention in addressing the growing challenge posed by AI-generated deepfakes and reinforces the protection of personality and publicity rights in the digital era.