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The Delhi High Court has directed major tech platforms, including Google, Meta, and Amazon, to remove objectionable online content that allegedly misuses the name and identity of former India cricketer and current head coach Gautam Gambhir for commercial gain.A single-judge bench led by Justice Jyoti Singh observed that the court would issue directions to take down flagged links and posts, while also asking platforms to provide details of the entities responsible for uploading such content.The Delhi High Court also granted protection to Gambhir’s personality and publicity rights, directing the removal of objectionable posts and content circulating online without his consent. During the hearing, it was contended on behalf of Gambhir that his name, voice and photographs were being exploited for commercial purposes without authorisation, including through the use of artificial intelligence (AI) tools and deepfake technology. The court further directed platforms to remove offending URLs and share Basic Subscriber Information (BSI) of those behind such posts.
Allegations of Digital Impersonation
The case stems from a plea filed by Gambhir in the Commercial Division of the Delhi High Court, alleging a “coordinated campaign of digital impersonation.” The petition claims that AI-driven tools, including face-swapping and voice-cloning technologies, were used to create misleading and fabricated content attributed to him.The suit names several defendants, including social media intermediaries and e-commerce platforms, accusing them of enabling the spread of such content and the unauthorised sale of merchandise using his identity.
Concerns Over Deepfake Content
Gambhir highlighted a surge in fake and misleading content across platforms such as Instagram, X, YouTube, and Facebook. Some of these deepfake videos reportedly went viral, attracting widespread attention. He argued that such misuse not only misleads the public but also causes significant reputational and professional harm, particularly 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, along with damages of Rs 2.5 crore and directions for removal of infringing content. The Gambhir case adds to a growing list of high-profile personalities invoking their personality and publicity rights before the Delhi High Court.In recent months, former India captain Sunil Gavaskar, spiritual leader and Art of Living founder Sri Sri Ravi Shankar, actors Nagarjuna, Kajol, Aishwarya Rai Bachchan, and Abhishek Bachchan, singer Jubin Nautiyal, film-maker Karan Johar, and podcaster Raj Shamani have secured court protection against the unauthorised use of their identity, likeness, or AI-generated imitations.
