In the era of AI and deepfakes, celebs are afraid, from Amitabh to Karthik Aryan, they protected their personality rights.

News India Live, Digital Desk: In this era of digital revolution and Artificial Intelligence (AI), Bollywood stars are now afraid of their identity being stolen. For some time now, a new wave is being seen in the film industry, where big celebs are securing their ‘Personality Rights’ by knocking on the doors of the court. Recently, Kartik Aryan has joined this list, whereas before him, stalwarts like Amitabh Bachchan, Aishwarya Rai and Anil Kapoor have received this legal protection. After all, what is this right and why are celebs so worried about it? Let us understand. What are personality rights and why is it important? Personality rights simply means control over your personal identity. Under this right, no person or company can use the name, voice, face, signature or any of their unique identity of a celebrity (or common man) for commercial or misleading purposes without their permission. It is often seen that people put photos of celebs in T-shirts, mugs or advertisements without permission. Now after getting this right, doing so will be considered a legal crime. Increasing threat of AI and deepfakes. The biggest reason behind celebs demanding this right is the misuse of ‘deepfake’ and ‘AI’ technology. Nowadays, objectionable videos are made by putting the face of any actor or by using their voice to cheat people. Economic loss: Many people earn money by using the image of celebs, while that star is not even aware of it. Professional image: Wrongly used photo or voice harms the credibility of the actor and their brand endorsement value. Not only celebs, common people are also entitledIf you feel that this right Only for movie stars, then you are wrong. Any common citizen who feels that his identity may be or is being misused can take refuge in the law. The court looks at what loss the person has suffered personally or professionally due to this use. If the loss is proved, the court immediately orders action against the opposition party. These stars have taken legal protection till now. The process of securing personality rights was started by ‘Shahenshah’ Amitabh Bachchan. After that the entire industry gradually became aware. Till now the following celebs have legally locked their identities: Amitabh Bachchan, Abhishek Bachchan and Aishwarya Rai BachchanSalman Khan and Hrithik RoshanAnil Kapoor and Jackie ShroffAkshay Kumar and Kartik AryanJanikanth and Karan JoharStrict action will be taken for violation. Once the personality rights are approved by the court, if any person uses the photo, autograph or voice of that celebrity without permission. Heavy fine and legal action can be taken against him. This law not only protects the privacy of the stars, but also protects them from fraud in the digital age.