In a landmark move to safeguard personality rights in the era of artificial intelligence, the Delhi High Court has granted a dynamic+ injunction restraining rogue websites and social media accounts from misusing the name, likeness, voice, and persona of spiritual leader Sadhguru Jagadish Vasudev through AI-generated deepfakes and impersonation.
Justice Saurabh Banerjee passed the order in a civil suit filed by Sadhguru and the Isha Foundation against over 40 rogue entities using doctored AI-generated content to falsely attribute endorsements and spread misinformation. The content in question includes fake interviews, promotional material for dubious products and trading platforms, and AI-generated motivational videos impersonating Sadhguru—all allegedly aimed at financial scams and subscriber baiting.
The Court emphasized that in today’s technologically advanced environment, enforcement of intellectual property and personality rights must be “visible and effective” across both real and virtual spaces. “The rights of a plaintiff cannot be rendered otiose in this world of rapidly developing technology,” the Court noted.
Grave Harm to Reputation and Public Trust
The Court found prima facie evidence of malicious intent and commercial exploitation, observing that Sadhguru’s unique personality and global reputation make him particularly vulnerable to misappropriation. Misuse of his persona risks not only personal defamation but also broader erosion of public trust in his teachings and initiatives.
Justice Banerjee described the infringements as “hydra-headed”—capable of reappearing through new domains and accounts despite takedowns. The Court noted the use of URL redirection, identity masking, and AI tools to create unauthorized content that appears legitimate to unsuspecting users.
Reliefs Granted
In a sweeping set of directives, the Court:
- Injuncted 41 rogue websites and anonymous defendants from using Sadhguru’s name, likeness, voice, or any other persona aspect without explicit consent.
- Ordered YouTube, X (formerly Twitter), and Meta (Instagram) to suspend or take down identified infringing accounts and content, and to share the basic subscriber information of users behind those accounts.
- Directed the Department of Telecommunications (DoT) and Ministry of Electronics & IT (MeitY) to issue notifications to internet service providers and platforms for compliance.
- Allowed the plaintiffs to report additional infringing content during the pendency of the suit, with platforms required to act within 36 hours or face further court action.
The Court also cited precedents from the Bombay and Delhi High Courts to justify the dynamic+ nature of the injunction, meant to address ongoing and evolving threats from unidentified infringers.
A Wake-Up Call on AI Misuse
This judgment marks a significant legal precedent in the enforcement of personality rights in India, particularly in the context of AI-generated content and deepfakes. It underscores the judiciary’s evolving approach to protecting individuals against the misuse of their identity in the digital era.
The next hearing in the matter is scheduled for October 14, 2025.