New Delhi, March 25 (NationPress) The Delhi High Court has announced its intention to issue orders mandating social media platforms and e-commerce sites to remove content that unlawfully uses the name and images of former Indian cricketer and current head coach Gautam Gambhir for commercial purposes.

A single-judge bench led by Justice Jyoti Singh noted that directives would be given to tech companies such as Meta and Google to eliminate flagged objectionable links and to disclose the identities of those responsible for posting such content.

The court also affirmed the protection of Gambhir's personality and publicity rights, ordering the removal of unauthorized posts and materials circulating online. During the proceedings, it was argued on behalf of Gambhir that his name, voice, and images were being exploited commercially without his permission, including through the use of artificial intelligence (AI) tools and deepfake technology.

Justice Singh instructed Meta, Google, and major e-commerce platforms like Amazon to eliminate the infringing URLs and online posts that misuse Gambhir’s identity. The judge indicated that a more comprehensive order would be issued, which will include directives to provide Basic Subscriber Information (BSI) of the individuals behind the infringing content.

This situation arose from a plea submitted by Gambhir to the Commercial Division of the Delhi High Court, claiming that there is a “coordinated campaign of digital impersonation” leveraging AI-enabled face-swapping and voice-cloning technologies.

The lawsuit identifies several defendants, including social media platforms, e-commerce sites, and intermediaries, accusing them of enabling the dissemination of misleading and fabricated content and unauthorized merchandise featuring his likeness.

Gambhir expressed concerns about the alarming increase in such content across platforms like Instagram, X, YouTube, and Facebook, which includes viral deepfake videos falsely attributed to him, attracting significant public attention.

He argued that this misuse not only misleads the public but also inflicts considerable reputational and professional damage, especially given his current position as the head coach of the Indian men’s cricket team.

The petition seeks a permanent injunction preventing all defendants from using his name, image, voice, or persona without consent, along with a claim for damages of ₹2.5 crore and directives for the removal of infringing content.

This case adds to the increasing number of high-profile figures asserting their personality and publicity rights in the Delhi High Court.

In recent months, notable personalities, including former Indian captain Sunil Gavaskar, spiritual leader and Art of Living founder Sri Sri Ravi Shankar, actors Nagarjuna, Kajol, Aishwarya Rai Bachchan, Abhishek Bachchan, singer Jubin Nautiyal, filmmaker Karan Johar, and podcaster Raj Shamani, have successfully obtained court protection against unauthorized use of their identity, likeness, or AI-generated representations.