Mumbai: Salman Khan has filed a petition urging the Delhi High Court to restrain unauthorised use of his name, voice, likeness, and other personal attributes. The move comes amid rising concerns over AI-generated deepfake content, misleading advertisements and impersonation accounts across social media and e-commerce platforms.

In recent months, several Bollywood figures, including Aishwarya Rai Bachchan and Abhishek Bachchan, have already secured relief from the High Court after flagging similar violations. Their petitions highlighted how manipulated videos, false brand endorsements and counterfeit merchandise were being circulated without consent, damaging both reputation and commercial rights.

Khan’s plea echoes these concerns, pointing to the rampant misuse of celebrity identities online. Deepfake photos and videos, as well as fake YouTube channels, Instagram accounts, X profiles and fraudulent listings on shopping platforms, have prompted many artists to seek legal intervention.

The Delhi High Court has previously acknowledged such violations as infringements of personality and publicity rights, offering protection to several notable names including Asha Bhosle, Suniel Shetty and Akshay Kumar.