Delhi High Court Protects Sadhguru’s Personality Rights Against AI Misuse

Delhi High Court Protects Sadhguru’s Personality Rights Against AI Misuse. Delhi High Court has issued an injunction to protect the personality rights of Sadhguru, also known as Jagadish "Jaggi" Vasudev, founder of the Isha Foundation, from being misused by rogue websites and social media platforms using artificial intelligence (AI). Justice Saurabh Banerjee passed the interim ex parte order after finding a strong prima facie case in favor of Sadhguru. The Court directed platforms such as X (formerly Twitter) and YouTube to take down accounts involved in such activities and to provide Basic Subscriber Information of those account holders. Importantly, the Court’s order extends beyond existing violations, covering future infringements as well, which is the essence of a dynamic injunction.
Protecting Personality Rights as an Extension of IPR
While traditionally intellectual property rights (IPR) protect creations like Trademarks Registration, Copyrights Registration and Patent Registration, this case highlights how personality rights cover a person’s name, image, voice, and likeness and can also fall under the larger umbrella of IPR when misused for commercial gains or unauthorized endorsements. Sadhguru’s legal team argued that the unauthorized use of his persona not only misleads the public but also violates his right to publicity, a key component of personality rights, which ensures that individuals have control over the commercial use of their identity.
AI Misuse and Deepfake Threats
In his plea, Sadhguru raised alarm over the misuse of AI-generated deepfakes and doctored videos and audios falsely portraying him endorsing dubious products and services, including a trading platform called Trendtastic Prism, hair growth products, pregnancy tips books, and fake motivational talks.
He also pointed out a fake news website spreading false information about his supposed arrest, urging followers to download apps or register on suspicious platforms. These instances were clear examples of misappropriation of his identity for illicit commercial benefit.
Court’s Observations
Justice Banerjee emphasized that rapid technological advancements cannot dilute or nullify the enforcement of rights. The Court remarked:
“The rights of a plaintiff (Sadhguru) cannot be rendered meaningless in this era of fast-evolving technology. The enforcement of intellectual property rights, including personality rights, must be effective not only in the physical world but also across digital platforms.” The Court underscored the public trust Sadhguru holds as a globally respected spiritual leader. Any misuse of his identity, the Court noted, would not only tarnish his reputation but also mislead and deceive the public.
Broader Legal Measures
Given the anonymous and masked nature of many infringing entities — using techniques like URL redirection and identity masking — the Court recognized that it was impractical to expect Sadhguru or his team to chase down each rogue account individually.
The Court, therefore, ordered the Department of Telecommunications (DoT) and the Ministry of Electronics and Information Technology (MEITY) to issue directives to internet service providers and platforms, ensuring strict adherence to the Court’s orders. Summons were also issued to the rogue websites, requiring them to respond by October 14.
Legal Representation
Sadhguru was represented by Advocates Saikrishna Rajagopal, Deepika Pokharia, Angad S Makkar, Disha Sharma, and Pushpet Ghosh from Saikrishna & Associates.
Google was represented by Advocate Mamta Jha, Co-Managing Partner at Inttl Advocare, alongside Advocates Shruttima Ehersa, Rahul Choudhary, and Himani Sachdeva.
Advocates Sandeep Kumar Mahapatra and Tribhuvan appeared for the DoT and MEITY.
IPR Takeaways: The Rise of Digital Personality Protection
This case sets an important precedent by extending IPR enforcement to cover digital personality rights in the age of AI. While traditionally, IPR protects tangible and intangible creations, courts are now increasingly recognizing the importance of protecting individual identities as unique intellectual assets. By addressing the unauthorized commercial exploitation of Sadhguru’s persona, the Delhi High Court has signaled that the misuse of AI to create deceptive content or deepfakes will face firm legal resistance under both IPR and personality rights frameworks. This judgment not only safeguards celebrities and public figures but also sends a clear message: in India’s evolving digital ecosystem, the law will adapt to protect the dignity, reputation, and intellectual identity of individuals against technological misuse.

Delhi High Court has issued an injunction to protect the personality rights of Sadhguru, also known as Jagadish "Jaggi" Vasudev, founder of the Isha Foundation, from being misused by rogue websites and social media platforms using artificial intelligence (AI). Justice Saurabh Banerjee passed the interim ex parte order after finding a strong prima facie case in favor of Sadhguru. The Court directed platforms such as X (formerly Twitter) and YouTube to take down accounts involved in such activities and to provide Basic Subscriber Information of those account holders. Importantly, the Court’s order extends beyond existing violations, covering future infringements as well, which is the essence of a dynamic injunction.

Protecting Personality Rights as an Extension of IPR

While traditionally intellectual property rights (IPR) protect creations like Trademarks Registration, Copyrights Registration and Patent Registration, this case highlights how personality rights cover a person’s name, image, voice, and likeness and can also fall under the larger umbrella of IPR when misused for commercial gains or unauthorized endorsements. Sadhguru’s legal team argued that the unauthorized use of his persona not only misleads the public but also violates his right to publicity, a key component of personality rights, which ensures that individuals have control over the commercial use of their identity.

AI Misuse and Deepfake Threats

In his plea, Sadhguru raised alarm over the misuse of AI-generated deepfakes and doctored videos and audios falsely portraying him endorsing dubious products and services, including a trading platform called Trendtastic Prism, hair growth products, pregnancy tips books, and fake motivational talks.

He also pointed out a fake news website spreading false information about his supposed arrest, urging followers to download apps or register on suspicious platforms. These instances were clear examples of misappropriation of his identity for illicit commercial benefit.

Court’s Observations

Justice Banerjee emphasized that rapid technological advancements cannot dilute or nullify the enforcement of rights. The Court remarked:

“The rights of a plaintiff (Sadhguru) cannot be rendered meaningless in this era of fast-evolving technology. The enforcement of intellectual property rights, including personality rights, must be effective not only in the physical world but also across digital platforms.” The Court underscored the public trust Sadhguru holds as a globally respected spiritual leader. Any misuse of his identity, the Court noted, would not only tarnish his reputation but also mislead and deceive the public.

Broader Legal Measures

Given the anonymous and masked nature of many infringing entities — using techniques like URL redirection and identity masking — the Court recognized that it was impractical to expect Sadhguru or his team to chase down each rogue account individually.

The Court, therefore, ordered the Department of Telecommunications (DoT) and the Ministry of Electronics and Information Technology (MEITY) to issue directives to internet service providers and platforms, ensuring strict adherence to the Court’s orders. Summons were also issued to the rogue websites, requiring them to respond by October 14.

Legal Representation

Sadhguru was represented by Advocates Saikrishna Rajagopal, Deepika Pokharia, Angad S Makkar, Disha Sharma, and Pushpet Ghosh from Saikrishna & Associates.

Google was represented by Advocate Mamta Jha, Co-Managing Partner at Inttl Advocare, alongside Advocates Shruttima Ehersa, Rahul Choudhary, and Himani Sachdeva.

Advocates Sandeep Kumar Mahapatra and Tribhuvan appeared for the DoT and MEITY.

IPR Takeaways: The Rise of Digital Personality Protection

This case sets an important precedent by extending IPR enforcement to cover digital personality rights in the age of AI. While traditionally, IPR protects tangible and intangible creations, courts are now increasingly recognizing the importance of protecting individual identities as unique intellectual assets. By addressing the unauthorized commercial exploitation of Sadhguru’s persona, the Delhi High Court has signaled that the misuse of AI to create deceptive content or deepfakes will face firm legal resistance under both IPR and personality rights frameworks. This judgment not only safeguards celebrities and public figures but also sends a clear message: in India’s evolving digital ecosystem, the law will adapt to protect the dignity, reputation, and intellectual identity of individuals against technological misuse.