Artificial intelligence may be rewriting reality. But it cannot rewrite someone's identity.
In a landmark order with far-reaching implications for celebrities in the AI era, the Delhi High Court has granted interim protection to former India cricketer Yuvraj Singh, holding that AI-generated deepfakes, fabricated social media posts and unauthorised commercial use of his identity violate his personality rights and damage the reputation he built over nearly two decades.
Justice Jyoti Singh observed that Yuvraj had established a prima facie case for protection of his personality rights and said there could be "no doubt" that those violating personality and privacy rights must be dealt with "with a heavy hand."
The court restrained social media users, unidentified "John Doe" defendants, online sellers and digital intermediaries from creating, publishing or commercially exploiting Yuvraj Singh's name, image, voice, likeness or other personality attributes without his consent.
Greening the Future #
23 Jul 2026 - Vol 05 | Issue 30
Securing a sustainable India
Read Now Greening the Future The protection extends specifically to content created using Artificial Intelligence, Generative AI, Machine Learning, deepfakes, face-swapping, face morphing, AI chatbots and similar technologies.
The High Court noted that Yuvraj Singh, one of India's most celebrated cricketers and a key architect of the country's 2011 World Cup triumph, has built enormous goodwill through his sporting achievements and philanthropic work, including the YouWeCan Foundation. That reputation, the court said, gives him exclusive rights over the commercial use of his identity.
The court found merit in allegations that several defendants had circulated AI-generated videos, fabricated social media posts and manipulated images falsely portraying Yuvraj in incidents that never occurred. Some allegedly depicted him using abusive language, while others showed him behaving violently towards another cricketer.
According to the court, such content has the potential to tarnish his hard-earned reputation and mislead the public.
The court also took note of unauthorised online sellers marketing T-shirts, posters, stickers and other merchandise featuring Yuvraj Singh's name and likeness without permission, observing that such products falsely suggest endorsement by the former cricketer while unlawfully exploiting the commercial value of his persona.
Pending further proceedings, the High Court directed Meta to remove the identified Facebook and Instagram links within 36 hours, while Amazon Seller Services and Flipkart Internet were ordered to take down the specified product listings. Other platforms identified in the case were also directed to remove infringing content within stipulated timelines.
The court clarified that if fresh violations emerge, Yuvraj Singh would be free to approach intermediaries or seek further legal remedies.
The order adds to a growing body of Delhi High Court rulings recognising personality rights in India and comes at a time when AI-generated content is increasingly blurring the line between innovation and impersonation. For celebrities and public figures, the judgment sends a clear message: while technology may evolve rapidly, the law will not allow identity to become free-for-all digital property.
(With inputs from ANI)