Celebrity Endorsements, AI, and Persona Rights in India

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 the Consumer...