Khan argued that several individuals and companies had been exploiting his identity to promote products and services without consent, misleading the public into believing he endorsed them. The court acknowledged these concerns and said it would issue a detailed order addressing the misuse of the actor’s persona. A further hearing is scheduled for December 11.

In his plea, Khan asked the court to restrain online platforms, e-commerce websites, and content creators from using any identifiable aspect of his personality—including photographs, voice samples, signatures, and AI-generated replicas. He submitted that such misuse not only violates his rights but also exposes consumers to deception, especially amid the rise of deepfakes and fraudulent digital content.

The case underscores the growing legal significance of personality rights in an era where technology enables easy replication of celebrity identities. Courts have increasingly intervened to curb unauthorized use, with previous rulings protecting figures such as Amitabh Bachchan, Hrithik Roshan, Aishwarya Rai Bachchan, Karan Johar, and Shilpa Shetty.

Legal precedence cited in the hearing includes the DM Entertainment v. Baby Gift House case, where the court restrained unauthorized use of singer Daler Mehndi’s image, and the Shah Rukh Khan v. Cyber Squatting of Domain Names (2024) ruling, which held that even domain names exploiting celebrity identities without consent violate personality rights.

The court’s interim direction requires digital intermediaries to promptly act on complaints filed by the actor, marking another step toward strengthening protections for public figures as India grapples with the challenges of AI-generated impersonation, online scams, and unlawful commercial endorsements.