📌 Key Points
- Preity Zinta approached Bombay HC over alleged AI deepfakes and unauthorized digital content.
- Her legal team argues AI tools created fake ads, violating personality and privacy rights.
- The court acknowledged valid concerns, directing parties to develop a workable takedown mechanism.
- Google and Meta have been asked to frame a plan for identifying and removing infringing content.
Bollywood star Preity Zinta has taken legal action against AI deepfakes and unauthorized digital content using her identity. The Bombay High Court has intervened, directing tech giants Google and Meta to collaborate on a robust takedown mechanism to combat the spread of such infringing material.
Preity Zinta’s Legal Battle Against AI Misuse
Bollywood actor and IPL franchise co-owner Preity Zinta has now taken the legal route, approaching the Bombay High Court over alleged deepfakes , morphed images and other unauthorised digital content that she says uses her identity without permission.
Appearing for the actor, senior advocate Venkatesh Dhond told the court that advances in AI have made deepfakes far more convincing than before, making it increasingly difficult for viewers to distinguish fake content from real content. He requested urgent directions, asking websites and online intermediaries to remove all the allegedly infringing content identified in the petition, while also seeking wider protection against the future spread of unauthorised AI-generated material featuring Zinta.
The legal team further argued that her face, identity and public image had allegedly been used by AI tools to create fake advertisements, promotional material and other commercial content without her permission. According to the suit, this violates her personality rights, moral rights and right to privacy. It also alleges that websites operating under domain names containing her name, despite having no connection to her, are being used to host such material.
However, they urged the court not to pass a broad order directing online platforms to constantly monitor or take down content that may not violate any rights. They also submitted that some of the links mentioned in the petition did not contain objectionable material.
Bombay HC’s Directive to Tech Giants
A domain name registrar that has also been named in the case clarified that its responsibility is limited to registering domain names. It told the court that it does not host content and therefore cannot act against material uploaded on social media platforms or other websites.
While acknowledging that the case raises valid concerns warranting protection, the judge directed all parties to engage in discussions and develop a workable takedown mechanism that can effectively identify and remove infringing content without affecting lawful material.
The court’s approach reflects the growing challenge of regulating AI-generated content, where fake and authentic material can often appear similar and large volumes of online content make individual scrutiny difficult.
The Growing Challenge of Deepfake Content
Before moving the court, Preity was granted permission to file the suit under Clause XII of the Letters Patent. The provision allows the Bombay High Court to hear a case even if only part of the dispute falls within its jurisdiction.
On June 16, Justice Abhay Ahuja permitted the actor to proceed with the lawsuit after hearing her legal team’s submissions. They argued that while the alleged content may have been uploaded or hosted from different parts of the world, the impact on her reputation and goodwill is felt in Mumbai, where she is based.
The case was heard on July 3 before Justice Madhav Jamdar, who did not issue any immediate ex parte directions. Instead, he asked all the parties, including Google and Meta, to discuss and arrive at a practical way to remove objectionable content while leaving legitimate material unaffected. The matter is scheduled to be heard again on July 6.
This landmark case underscores the urgent need for effective strategies against AI deepfakes. The court’s directive to Google and Meta sets a crucial precedent, highlighting the responsibility of tech platforms in protecting individuals from digital identity misuse and ensuring online safety.
