Shilpa Shetty approaches Bombay High Court to protect her personality rights

Shilpa Shetty approaches Bombay High Court to protect her personality rights

Shilpa Shetty has moved the Bombay High Court seeking urgent protection of her personality rights, becoming the latest Indian celebrity to take legal action against the unregulated and often exploitative use of their identity online. The petition, filed through her legal team led by criminal lawyer Sana Raees Khan, focuses on the growing misuse of Shetty’s name, photographs and likeness across social media, digital advertisements and promotional content created without permission.

The actor’s legal team says the violations have multiplied over the past year, with her image appearing in unauthorised brand promotions, manipulated videos, AI-generated content and misleading endorsements on platforms that profit from celebrity recall. What this really means is that Shetty’s identity has become a commodity for anyone looking to drive attention, engagement or sales without accountability. The petition argues that such misuse not only causes reputational damage but also harms the actor’s contractual relationships with legitimate brands.

In her statement, Adv. Sana Raees Khan underlined the urgency of the matter, saying, “The misuse of Ms. Shilpa Shetty’s name, image and identity has reached a point where legal intervention became imperative. Her persona is the product of decades of credibility, discipline and public trust. No platform has the right to weaponise her identity for clandestine commercial gain. Our suit before the Bombay High Court signals zero tolerance for the rampant misuse of celebrity rights.”

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The case comes at a time when several public figures globally are voicing concern over AI-driven deepfakes, doctored promotions and deceptive ads built on celebrity likenesses. In India, the legal landscape around personality rights is still developing, relying largely on privacy, defamation and passing-off principles. A court-backed order in Shetty’s favour could add another layer of clarity and set a precedent for how unauthorised usage is treated.

The petition seeks a permanent injunction restraining individuals, websites, social media pages and AI-driven platforms from exploiting Shetty’s identity in any form without consent. It also asks for immediate takedown of existing infringing content. For an industry where recognisable faces often become easy bait for unverified marketing, this case marks a moment of recalibration. And for Shilpa Shetty, it is a line drawn firmly in the sand, asserting that her identity is not an open-source commodity but a hard-earned asset that deserves protection.