INSIGHTS

Introduction Celebrity endorsements continue to be a strong marketing strategy in India, but the emergence of AI, deep fakes, and social media makes it difficult to discern between real and fake. Recent court cases and evolving regulations show that unauthorized use of a celebrity's name, image, voice, or other persona attributes, that is persona misappropriation, is now an ethical and legal issue. Increasingly brands and endorsers can be held accountable for violations under

INTRODUCTION The emerging technology of generative AI has made it easier than ever before to create realistic cloning of voices, images...

INTRODUCTION The recent controversy involving Indian Olympian shooter Manu Bhaker has reignited the debate over personality rights in...

Abstract This article explores the evolution of a celebrity’s personality rights. The legal development of these rights has varied across...

Introduction With the advent of the 21 st century, branding has gained importance. A successful banding strategy needs advertising....