Bombay High Court Orders Takedown of Preity Zinta AI Deepfakes

The Bombay High Court has granted interim relief to actor Preity Zinta, directing social media platforms and intermediaries to remove over 275 identified links containing unauthorized AI-generated deepfakes, morphed images, and videos. During the proceedings, Justice Madhav Jamdar emphasized that online platforms bear a significant responsibility under the Information Technology Rules to monitor and curb the misuse of individuals' likenesses, stating that such content infringes upon fundamental rights protected under Articles 19 and 21 of the Constitution.

Zinta, who has established a significant public profile over a 25-year career spanning more than 40 films, approached the court alleging that the proliferation of manipulated media violated her personality, publicity, and moral rights. Her legal representatives argued that the unauthorized use of her identity without consent not only harms her reputation but also threatens her right to live with dignity. Counsel for Meta and Google LLC appeared during the hearing and agreed to take down the specific links identified in the suit, while retaining the liberty to contest future complaints regarding lawful content.

The court’s order serves as a critical precedent for celebrities and public figures seeking legal recourse against the growing misuse of generative AI technologies. By holding intermediaries accountable for the content hosted on their platforms, the ruling signals a more stringent regulatory environment for digital spaces in India. While platforms have pledged cooperation, the case highlights the ongoing challenges in balancing content moderation with individual privacy. Future hearings are expected to further define the obligations of tech companies in safeguarding personal identity in the age of sophisticated synthetic media.