📷 Image: Wikimedia Commons / Studio Harcourt
Entertainment
Celebrities Including Amitabh Bachchan and Scarlett Johansson Seek Court Protection for Personality Rights
✍️ NDTV
🗓 05 Nov 2026, 05:18 AM
👁 7
A growing number of high‑profile actors are filing lawsuits to prevent unauthorised commercial use of their image and name, highlighting the rising importance of personality rights in India and abroad.
Several leading film stars have recently approached courts to stop the unauthorised exploitation of their likenesses in advertisements and merchandise. Amitabh Bachchan, for instance, filed a petition against a company that used his image without permission, arguing that such misuse infringes on his legal right to control commercial use of his persona.
In the United States, actress Scarlett Johansson similarly sued a fashion brand for employing her name and facial features in a product line without consent. Both cases underscore a broader trend where celebrities are asserting legal ownership over their personal brand, a concept known as personality or publicity rights.
Legal experts note that while Indian law recognises the right to publicity under the broader umbrella of intellectual property, court rulings are still evolving. The recent filings may set precedents that shape how endorsements, digital avatars, and AI‑generated content are regulated in the future.
Industry observers warn that heightened litigation could affect advertising strategies, prompting brands to seek explicit licences before using a star's image. The outcomes of these high‑profile suits are likely to influence both domestic and international practices concerning celebrity image rights.
In the United States, actress Scarlett Johansson similarly sued a fashion brand for employing her name and facial features in a product line without consent. Both cases underscore a broader trend where celebrities are asserting legal ownership over their personal brand, a concept known as personality or publicity rights.
Legal experts note that while Indian law recognises the right to publicity under the broader umbrella of intellectual property, court rulings are still evolving. The recent filings may set precedents that shape how endorsements, digital avatars, and AI‑generated content are regulated in the future.
Industry observers warn that heightened litigation could affect advertising strategies, prompting brands to seek explicit licences before using a star's image. The outcomes of these high‑profile suits are likely to influence both domestic and international practices concerning celebrity image rights.