Jr. NTR Takes Legal Action Over Identity Misuse
Telugu cinema’s star Jr. NTR has taken a major stand in the digital space, filing a lawsuit in the Delhi High Court to protect his fundamental personality rights from unauthorised commercial use. This action is the latest and most high-profile case in a rising trend where celebrities are challenging the digital platforms and e-commerce sites that profit from their identity without consent.
The popular actor has lodged a complaint alleging widespread misuse of his name, image, likeness, voice clips, and other identifiable attributes across various online platforms. His legal team argued that these platforms are hosting advertisements, merchandise, and general content that exploit the star’s carefully built professional reputation and fan goodwill for financial gain. The petition stressed that this unauthorised use not only causes commercial loss but also carries the significant risk of reputational damage, especially in an era marked by the growing threat of AI-generated impersonations and manipulated media, such as ‘deepfakes.’
Responding swiftly to the actor’s submissions, the Delhi High Court has adopted a clear-cut approach. The Court did not immediately pass a broad injunction but instead directed the involved social media intermediaries and e-commerce companies to treat the lawsuit as a formal complaint under the Information Technology Rules, 2021. This direction mandates that the companies must investigate the actor’s grievance and take appropriate steps—which could include removing or restricting the infringing content—within a quick three-day period. This move aligns with the Court’s emphasis on using existing statutory remedies first while ensuring a rapid response to the celebrity’s urgent concerns.
Jr. NTR joins a growing list of prominent public figures, including major actors from both Telugu and Hindi cinema, who have recently approached the Delhi High Court with similar petitions. These cases highlight a national legal push to solidify and clarify the protection of publicity rights in the digital era. The star’s move is seen as a crucial step for all celebrities to control their public persona, ensuring they alone can decide how their image is used and for what commercial purpose. Legal experts note that the outcome of this case could further strengthen India’s legal framework regarding celebrity identity protection and digital platform accountability, especially against sophisticated online exploitation. The Court has listed the matter for further detailed hearing on December 22, when a comprehensive order on the future course of action is expected.
