New Delhi, April 17 (NationPress) The Delhi High Court announced on Friday its intention to issue orders aimed at safeguarding the personality and publicity rights of Telugu actor Allu Arjun from the unauthorized exploitation of his name, image, and other personal attributes on digital platforms.

A single-judge Bench, led by Justice Tushar Rao Gedela, indicated that an interim order would be issued to prevent the unauthorized use of Arjun's personality traits, including his name, voice, and likeness, without his permission, following the actor's petition alleging unauthorized commercial use of his identity.

During proceedings, Justice Gedela raised concerns about the appropriateness of the case being heard in the Delhi High Court, citing the geographical distance from Arjun's home state of Telangana. However, the counsel representing Arjun argued that the alleged infringement was occurring nationwide via digital platforms, which justified bringing the case before this court.

Senior advocate Swathi Sukumar, who represents the actor, cautioned that the scale and nature of the misuse were concerning, particularly with the rise of artificial intelligence (AI) tools. She informed the court about instances of unauthorized merchandise sales, distribution of inappropriate content, and the use of AI-generated likenesses of Arjun.

Additionally, Sukumar referenced a mobile application that reportedly allows users to engage with an AI-generated version of Arjun through video calls. She warned that such technology could be exploited for fraudulent purposes by impersonating the actor.

It was also brought to the court's attention that some defendants had begun acting on the plaint. In terms of the extent of relief sought, counsel for the intermediaries requested the single-judge Bench to hold off on a global injunction at this stage, as the matter is currently under review by a Division Bench. Justice Gedela seemed to concur with this suggestion.

This development stems from a lawsuit seeking an injunction against several defendants, including intermediaries and commercial entities, accused of facilitating unauthorized use of Arjun's persona for profit.

The Delhi High Court is expected to issue a comprehensive interim order outlining measures to prevent the alleged misuse of Arjun's personality rights across various platforms.

Arjun's case adds to a growing roster of prominent figures asserting their personality and publicity rights in the Delhi High Court. Recently, personalities such as former Indian cricketer Gautam Gambhir, former captain Sunil Gavaskar, spiritual leader Sri Sri Ravi Shankar, and actors including Nagarjuna, Kajol, Aishwarya Rai Bachchan, and Abhishek Bachchan have all sought legal protection against unauthorized uses of their identity, likeness, or AI-generated representations.