The Delhi High Court has issued an interim order protecting the personality and publicity rights of Gautam Gambhir, head coach of the Indian men’s cricket team. The court restrained entities from using his name, image, or likeness for commercial purposes without his consent, citing a sharp rise in AI-generated deepfakes and unauthorised merchandise.

A bench of Justice Jyoti Singh, in an order passed on March 25 and made public on Saturday, observed that Gambhir is among India’s most decorated cricketers. The court noted that unauthorised content and merchandise deriving commercial value from his goodwill and reputation amount to a violation of his personality rights.

Court Recognises Gambhir’s Stature in Indian Cricket

Justice Singh highlighted Gambhir’s distinguished cricketing career, noting that he has represented India in 242 international matches across Tests, ODIs, and T20Is. The court specifically mentioned his match-winning innings in the 2007 ICC World Twenty20 Final and the 2011 ICC Cricket World Cup Final, describing them as defining moments in Indian cricket history.

Following his retirement, the court observed, Gambhir transitioned into mentorship and coaching roles before being appointed head coach of the Indian men’s team in July 2024. “Under his stewardship, India won the ICC Champions Trophy, 2025, Asia Cup, 2025, and ICC Men’s T20 World Cup, 2026,” the order stated, underscoring his continued relevance in the public eye.

Deepfakes and Unauthorised Merchandise Prompt Legal Action

Gambhir had approached the court seeking protection, citing a coordinated campaign of digital impersonation. According to his petition, there has been a sharp rise in fabricated digital content relating to him across platforms such as Instagram, X, YouTube, and Facebook since 2025.

The court was informed that multiple accounts have used AI tools, including face-swapping and voice-cloning technologies, to create realistic videos falsely portraying Gambhir as making statements he never made. One fabricated “resignation announcement” reportedly garnered over 2.9 million views, causing significant reputational concern.

Additionally, the petition stated that e-commerce platforms were facilitating the sale of posters, merchandise, and other products bearing Gambhir’s name and likeness without authorisation, commercially exploiting his persona.

Court Orders Takedown, Restrains Future Use

Justice Singh directed the concerned entities to take down the infringing content within 36 hours. The interim order restrains any person or entity from using Gambhir’s name, image, voice, or other attributes of his personality for commercial purposes without his explicit consent.

Legal experts note that the ruling reinforces the growing recognition of personality rights as a distinct legal protectable interest in India, particularly in the context of emerging AI technologies. The court’s observation on the coordinated nature of the impersonation campaign also highlights the increasing judicial awareness of digital manipulation risks faced by public figures.

Broader Implications for Public Figures

The order comes amid growing concerns over AI-generated deepfakes and unauthorised commercial use of celebrity personas. Legal observers say the judgment sets a precedent for other public figures seeking recourse against digital impersonation and brand misappropriation.

While the interim order provides immediate relief to Gambhir, the matter remains pending further adjudication. The case also underscores the challenges faced by celebrities and public personalities in protecting their digital identity in an era of rapidly advancing generative AI tools.

What’s Next

The court has listed the matter for further hearing at a later date. Meanwhile, social media platforms and e-commerce websites are expected to comply with the takedown directive. The order is being seen as a significant step in balancing free expression with the protection of individual personality rights in the digital age.