In a significant move to safeguard her personality and publicity rights, acclaimed actor Shruti Haasan has filed a petition with the Bombay High Court. Her legal action targets the proliferation of AI-generated or altered content, unauthorized endorsements, and merchandise that allegedly infringe upon her rights. This case, titled Shruti Haasan v. Mahalaxmi Arts and Crafts Work & Ors., seeks to address these violations comprehensively.
Justice Abhay Ahuja has granted Haasan the necessary leave under Clause XII of the Letters Patent, enabling her to initiate a commercial suit. This provision is crucial when part of the cause of action occurs outside the court’s territorial jurisdiction, thus allowing the case to proceed despite these limitations.
Haasan’s lawsuit names several Indian and international entities, social media platforms, and unidentified defendants, commonly referred to as John Doe defendants. Among these are Mahalaxmi Arts and Craft Works, accused of unauthorizedly selling posters bearing Haasan’s image on Flipkart. The suit also implicates celebrity booking and endorsement platforms, fashion and jewelry sites, and major social media companies such as Google (YouTube), Meta (Facebook and Instagram), X Corp, and Pinterest.
Haasan alleges that these platforms host or facilitate content that infringes on her rights, including AI-generated videos that falsely portray her in romantic scenarios with other actors. The lawsuit also highlights the creation and distribution of fake, revealing, and sexually explicit photos and videos, including content generated using advanced AI and deepfake technology.
Haasan’s plea specifically criticizes the misuse of AI and deepfake technologies to morph or superimpose her face onto inappropriate and sexually explicit images and videos. She seeks court orders to prevent the unauthorized use of her name, image, likeness, and other identity attributes, thereby protecting her personality and moral rights.
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The legal filings emphasize that Haasan’s extensive work in Hindi, Tamil, Telugu, and English cinema, alongside her musical endeavors and brand endorsements, have made her name distinctly recognizable in both the trade and public spheres. “The continuous and extensive use of the name ‘Shruti Haasan’ has led it to be exclusively associated with the Plaintiff,” states the suit.
Haasan is pursuing permanent injunctions, the removal of infringing content, a John Doe order against unidentified violators, and compensation for damages, including the profits generated from the unauthorized exploitation of her name or likeness. The case is expected to be presented for interim relief before Justice Madhav Jamdar.
Representing Haasan in this legal battle are advocates Rashmin Khandekar, Ameet Naik, Madhu Gadodia, Aman Saraf, Malabika, and Unnati Gambani from Anand & Naik.
