The Delhi High Court has stepped in to safeguard the personality and moral rights of veteran Telugu actor Nagarjuna Akkineni, issuing strong directions against the misuse of his name and images online. In an interim order, the court restrained ten websites from continuing to exploit his persona without consent, particularly in connection with pornographic and misleading content that falsely suggested association or endorsement by the actor.
The bench observed that the unauthorised use of a celebrity’s persona not only undermines their economic interests but also strikes at the core of their dignity and reputation. It highlighted that Nagarjuna, being a highly celebrated figure in the entertainment industry, enjoys substantial goodwill, which could be irreparably damaged if his name and likeness were used in derogatory or inappropriate contexts. The court emphasised that such exploitation risks misleading the public, while also diluting the prestige and credibility built over decades of work.
Acknowledging the seriousness of the matter, the court directed the ten websites named in the actor’s petition to take down or block the offending content within seventy-two hours of receiving official notice. The order makes it clear that the misuse of persona attributes such as name, image, or likeness, without authorisation, cannot be permitted under the law.
Furthermore, the court went beyond private entities and roped in government authorities to ensure compliance. It ordered the Ministry of Electronics and Information Technology, as well as the Department of Telecommunications, to issue directions for blocking the identified URLs within seven days. This measure was deemed necessary to ensure that such content does not resurface on public platforms, further tarnishing the actor’s reputation.
Nagarjuna’s petition has also sought a permanent injunction that would not only prevent the current misuse but also protect his personality and publicity rights in the long run. The relief claimed includes the prevention of misappropriation of his persona, infringement of his performer’s rights, and the unauthorised use of his identity for passing off goods or services.
The case underscores a growing trend in Indian jurisprudence, where courts are increasingly recognising and protecting the personality rights of public figures against online exploitation. By reinforcing that a celebrity’s name and image form an intrinsic part of their identity and dignity, the Delhi High Court’s order sends a clear message: misusing such attributes for profit or malice will not be tolerated.
