Delhi High Court Protects Jackie Shroff’s Personality Rights, Restrains Unauthorized Use of His Image

In a significant interim order, the Delhi High Court has safeguarded the personality and publicity rights of actor Jackie Shroff, restraining various entities, including e-commerce stores and AI chatbots, from using his name, image, voice, and likeness without consent. Justice Sanjeev Narula, on May 15, highlighted Shroff’s established celebrity status and his exclusive control over his commercial endorsements and associated attributes. The court acknowledged the unauthorized use of these characteristics for commercial purposes as an infringement on Shroff’s rights, potentially diluting his brand equity.

The court noted Shroff’s extensive filmography, endorsements, and trademarked term ‘Bhidu’ in its decision, underscoring his rights over his personality and related attributes. It issued notices to the involved entities, restraining them from further infringements until the next hearing on October 15. The court also took into account statements from some entities about removing the infringing material, holding them bound by their commitments.

Additionally, the court reviewed a YouTube video portraying Shroff in a ‘Thug Life’ meme, interpreting it as a tribute to his assertive persona rather than a derogatory depiction. Justice Narula recognized the video as a form of artistic expression within meme culture and highlighted the significant revenue such content generates for creators. Emphasizing the importance of freedom of expression, the court opted not to issue an interim injunction against the content creator, underlining the potential repercussions on free speech and creative expression.

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