The Delhi High Court has passed an interim order protecting the personality rights of boAt’s co-founder Aman Gupta, restraining several people and entities from unauthorised use or exploitation of his name, image, voice, and other attributes, including for AI-generated content.

On Thursday (May 7, 2026), Justice Tushar Rao Gedela observed that in a short span of his career, the Shark Tank judge has achieved milestones, firmly establishing himself in India’s business and industry circles and also gaining exposure to certain significant international forums.

The court directed online platforms like Meta and Google to take down the content flagged in the lawsuit filed by Mr. Gupta and also disclose details of the alleged offenders.

In the lawsuit, he alleged large-scale misuse of his identity, including fake endorsements, unauthorised merchandise, AI-generated impersonations, and misleading online content.

Represented by senior advocate Diya Kapur, he also alleged impersonation by users on Instagram and the publication of his purported contact details.

“It is found necessary, at this stage, to pass the following directions: Defendant nos. 1, 6 to 45 are restrained from misusing or exploiting the plaintiff’s name, likeness, image, voice, photos, videos, GIF, contact details, or any aspect of the plaintiff’s persona, without express written authorisation, including through AI, deepfake technology, or any medium, resulting in infringement of the plaintiff’s personality and publicity rights,” the court ordered.

It also directed the defendants not to infringe on Mr. Gupta’s registered trademarks, including his catchphrases.

The court also noted that, “the sexually explicit material/videos created by the defendants using the personality traits and attributes of the plaintiff (Mr. Gupta), surely is an aspect which needs immediate and urgent consideration by the Court whether the same are predicated on personality rights or not”.

“However, it is not to say that the issue of personality rights is unnecessary in such circumstances, as the only motive to create such sexually explicit videos could possibly be for unlawful financial gains and resulting in unjust enrichment,” it said.

Several public figures, including actors Aishwarya Rai Bachchan, Abhishek Bachchan, and Salman Khan, Art of Living founder Sri Sri Ravi Shankar, journalist Sudhir Chaudhary, podcaster Raj Shamani, and Andhra Pradesh Deputy Chief Minister Pawan Kalyan, have previously approached the high court seeking protection of their personality and publicity rights. The high court granted them interim relief.

Recently, the court also granted similar protection to cricketer Gautam Gambhir, actors Sonakshi Sinha, Vivek Oberoi, Allu Arjun, and Congress MP Shashi Tharoor.