Preity Zinta moves Bombay HC over AI deepfakes, court asks Google and Meta to frame takedown plan

Preity Zinta seeks legal protection against AI deepfakes

Bollywood actor Preity Zinta has moved the Bombay High Court against the misuse of her identity through artificial intelligence-generated deepfakes and other manipulated digital content.

The petition raises concerns over the growing circulation of fake videos, altered images and misleading online material created using AI technology, which the actor argues infringes upon her personality rights and reputation.

During the hearing, the High Court sought responses from major technology platforms, including Google and Meta, while emphasizing the need for an effective system to address complaints relating to AI-generated content.

Court asks Google and Meta to propose takedown mechanism

In a significant development, the Bombay High Court directed Google and Meta to submit a proposal outlining how deepfake content involving public figures can be identified and removed promptly once complaints are received.

The court observed that the rapid advancement of generative AI has made it increasingly difficult to distinguish authentic content from manipulated media, making timely intervention essential.

The bench asked the companies to explain the existing safeguards on their platforms and suggest practical measures to ensure quicker takedowns of content that violates individual rights.

Growing concerns over AI misuse

The case reflects the broader challenges posed by artificial intelligence tools, which have made it easier to create convincing fake videos, photographs and audio recordings.

Celebrities across the world have increasingly raised concerns about the unauthorized use of their images and voices, with deepfakes often being used for misinformation, financial fraud or misleading advertisements.

Legal experts note that while India has provisions under information technology and copyright laws, courts are increasingly being called upon to address emerging issues surrounding AI-generated content and personality rights.

Personality rights under spotlight

Preity Zinta's petition also highlights the importance of protecting an individual's identity in the digital age.

Personality rights generally safeguard a person's name, image, voice and likeness from unauthorized commercial exploitation or misuse. As AI-generated content becomes more sophisticated, courts are witnessing a rise in disputes involving the misuse of celebrity identities without consent.

The outcome of the case could influence how online platforms respond to complaints involving deepfakes and establish stronger guidelines for balancing free expression with the protection of individual rights.

Case could shape future AI regulation

The proceedings are expected to be closely watched by the entertainment industry, technology companies and legal experts alike.

If the court lays down specific directions for the removal of AI-generated deepfakes, the ruling could serve as an important precedent for similar cases involving celebrities and private individuals.

The matter will now proceed after Google and Meta place their proposed takedown mechanisms before the court, potentially paving the way for more robust safeguards against the misuse of artificial intelligence in India.