INSIGHTS

Introduction The law has gradually realized that a person’s name, picture, voice, and likeness are assets rather than just parts of their uniqueness in this age of digital and media-driven society when even one’s own identity has commercial value, Through branding and sponsorship, public figures, influencers, and even celebrities take advantage of their names, faces, voices, and personalities. The idea of personality rights, also known as publicity rights, which give people a

INTRODUCTION In the current era of digital transformation, personal data is one of the greatest assets to any business. Individual personal data such as names, telephone numbers, purchase history, health information, online browsing history and even behavioral patterns are collected for individual adaptation of products and services, increasing profit margins. Excessive reliance on data has lead to misuse, unauthorized access and mass data breaches. As a remedy to such situat