The Delhi High Court has issued an interim order restraining third parties from using former Indian cricketer Yuvraj Singh’s name, image, voice, and persona without authorization for commercial or personal benefit.
Justice Jyoti Singh delivered the ruling on July 29 following a lawsuit filed by the sportsman. The protective order explicitly covers both his legal name and his nickname, Yuvi, prohibiting the unauthorized manufacture and sale of merchandise as well as the production and distribution of artificial intelligence-generated deepfake content.
Distorting Content And Platform Directives
According to representations made by Singh’s legal counsel, multiple social media accounts were actively circulating fabricated AI videos and images that depicted the athlete in derogatory and fictional situations. The petition specified that the offending media contained religiously insensitive posts, depictions of violent and aggressive behavior toward other cricketers, and vulgar language that damaged his standing and goodwill.
Addressing these grievances, the court directed Meta Platforms and other digital networks to immediately remove the objectionable material. Justice Singh remarked that an athlete who represented the country for 17 years across all formats possesses exclusive proprietary rights over his persona, adding that individuals infringing upon personality and privacy rights must be dealt with firmly. The judge noted that deepfake fabrications undermine the public reputation Singh established through his sports career and social welfare contributions.
Precedent For Personality Rights Protection
The order adds to a growing series of personality rights protections granted by the tribunal. The Delhi High Court has previously issued similar interim relief to protect the publicity rights of several high-profile figures, including actors Aishwarya Rai Bachchan, Abhishek Bachchan, and Salman Khan, spiritual leader Sri Sri Ravi Shankar, and journalist Sudhir Chaudhary.
