Jackie Shroff recently hit headlines after he moved the Delhi High Court to safeguard the unauthorized use of the term ‘Bhidu’ and other aspects of his personality. Soon after, the judiciary passed an order safeguarding the veteran actor’s personality and publicity rights. Reacting to the same, Jackie said in a statement, “I am immensely grateful to the judiciary for passing an order that safeguards my personality rights, including my name, image, likeness, voice and other unique attributes. The misuse of celebrity personas not only dilutes our brand equity but also misguides the public at large.” According to the order passed by the Delhi High Court, digital platforms, Artificial Intelligence (AI), deep fakes, GIFs, AI chatbots and similar technologies cannot use any personality traits of Jackie Shroff without his permission.
