this delhi high court Has directed major technology platforms including GoogleMeta and Amazon to remove objectionable online content that allegedly misuses the name and identity of a former Indian cricketer and current head coach Gautam Gambhir For commercial interests.A single-judge bench headed by Justice Jyoti Singh observed that the court will issue directions to remove flagged links and posts while asking platforms to provide details of the entities responsible for uploading such content.The Delhi High Court also protected Gambhir’s right to personality and publicity, directing the removal of objectionable posts and content circulating online without his consent. During the hearing, Gambhir’s representatives argued that his name, voice and photo were used for commercial purposes without authorization, including through the use of artificial intelligence (AI) tools and deepfake technology. The court further directed the platform to remove the offending URLs and share Basic Subscriber Information (BSI) behind such posts.
Digital impersonation charges
The case stems from a plea filed by Gambhir before the commercial division of the Delhi High Court, alleging a “coordinated digital impersonation campaign”. The petition claims that artificial intelligence-driven tools, including face-swapping and voice-cloning technology, were used to create misleading and fabricated content attributed to him.The lawsuit names several defendants, including social media intermediaries and e-commerce platforms, accusing them of spreading such content and using his identity to sell merchandise without authorization.
Concerns about Deepfake content
Gambhir highlighted the proliferation of false and misleading content on platforms such as Instagram, X, YouTube and Facebook. According to reports, some of these deepfake videos have gone viral and attracted widespread attention. He believes that this abuse not only misled the public but also caused significant reputational and career damage, especially given his role as the head coach of the Indian men’s cricket team.The plea seeks a permanent injunction restraining all defendants from using his name, image, voice or persona without consent, damages of Rs 25 crore and a direction to remove the infringing content. The Gambhir case adds to the growing list of high-profile celebrities invoking their right to personality and publicity before the Delhi High Court.In recent months, the former India captain Sunil GavaskarSpiritual leader and founder of Art of Living Sri Sri Ravi Shankar, actors Nagarjuna, Kajol, Aishwarya Rai Bachchan and Abhishek Bachchan, singer Jubin Nautiyal, filmmaker Karan Johar and podcaster Raj Shamani have been granted court protection against unauthorized use of their identities, likenesses or AI-generated parodies.
