gave Delhi High Court has directed major tech platforms, including GoogleMeta, and Amazon, to remove objectionable online content that allegedly misappropriates the name and identity of India’s former cricketer and current head coach. Gautam Gambhir For commercial gain.A single-judge bench headed by Justice Jyoti Singh observed that the court would issue directions to remove flagged links and posts, while also asking the platform to provide details of the entities responsible for uploading such content.The Delhi High Court also protected Gambhir’s personality and publicity rights, and directed the removal of objectionable posts and content circulating online without his consent. During the hearing, Gambhir claimed that his name, voice and images were being exploited for commercial purposes without permission, including through the use of artificial intelligence (AI) tools and deepfake technology. The court directed the platforms to remove the offending URLs and share Basic Subscriber Information (BSI) of the people behind such posts.
Allegations of digital impersonation
The case arose out of a petition filed by Gambhir in the Commercial Division of the Delhi High Court, alleging “a concerted campaign of digital impersonation”. The petition claims that AI-powered tools, including face-swapping and voice-cloning technologies, were used to create misleading and fabricated content attributed to them.The suit names multiple defendants, including social media intermediaries and e-commerce platforms, alleging that they are disseminating such content and enabling the unauthorized sale of merchandise using its identity.
Concern over Deepfake content
Gambhir highlighted the rise of fake and misleading content on platforms like 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 damage, especially given his role as head coach of the Indian men’s cricket team.The petition seeks a permanent injunction against all defendants from using her name, image, voice or likeness without consent, along with damages of Rs 2.5 crore and directions to remove the infringing material. The Gambhir case has added to the growing list of high-profile figures who have sought their personality and publicity rights before the Delhi High Court.Former India captain in recent months Sunil GavaskarSpiritual leader and founder of Art of Living Sri Sri Ravi Shankar, actors Nagarjuna, Kajol, Aishwarya Rai Bachchan, and Abhishek Bachchan, singer Joben Notyal, filmmaker Karan Johar, and podcaster Raj Shamani have secured court protection against unauthorized use of their identities, AI-matched, identities.
