The Bombay High Court on Wednesday indicated that it will direct the removal of online content that violates the personality rights of Bollywood actor Kartik Aaryan, including instances where his name and image are being used for unauthorised commercial purposes in the digital space.

The bench of Justice Sharmila Deshmukh said that appropriate orders would be passed after concerns were raised about such content.

Senior Advocate Birendra Saraf, appearing for Aaryan, pointed out several instances of misuse—ranging from allegedly scandalous material to unauthorised use of the actor’s identity for selling merchandise. Taking note of these submissions, the Court said it would grant relief in Aaryan’s favour.

In his suit, Aaryan has named multiple Indian and foreign e-commerce platforms, social media intermediaries, and unidentified “John Doe” defendants, accusing them of exploiting his persona online.

The plea states that his name, image, and likeness are being used without consent across merchandise, advertisements, and other digital content, violating his publicity and privacy rights.

Aaryan has sought a permanent injunction to restrain the defendants from using his photographs, videos, voice, or any other identifiable attributes for commercial gain, including through emerging technologies like artificial intelligence and deepfakes.

He has also requested the Court to direct online platforms and authorities to take down such infringing content and reveal the identities of those responsible.

Along with Saraf, advocates Ameet Naik and Madhu Gadodia represented Aaryan. The suit has been filed through the law firm Anand & Naik Company.