India head coach Gautam Gambhir (PTI Photo) The Delhi High Court ruled major technology platforms including GoogleMeta and Amazon to remove objectionable online content allegedly misusing the name and identity of former Indian cricketer and current head coach Gautam Gambhir for commercial gain.A single-judge bench headed by Justice Jyoti Singh noted that the court will issue directions to remove the flagged links and posts while asking the platforms to provide details of the entities responsible for uploading such content.According to news agency IANS, the Delhi High Court also granted Gambhir protection of personality and right of publicity and ordered the removal of objectionable posts and content circulating online without his consent. During the hearing, it was argued on behalf of Gambhir that his name, voice and photograph had been exploited for commercial purposes without permission, including using artificial intelligence (AI) tools and deepfake technology. The court further ordered the platforms to remove the offending URLs and share the Basic Subscriber Information (BSI) of those behind such posts.
Accusations of digital impersonation
The case stems from a plea filed by Gambhir in the Delhi High Court’s Commercial Division alleging a “coordinated digital impersonation campaign”. The petition alleges that artificial intelligence-driven tools, including face-swapping and voice-cloning technologies, were used to create misleading and fictional content attributed to him.
Watch
IPL 2026: Ishan Kishan steals the show at the captains’ meet The suit names several defendants, including social media intermediaries and e-commerce platforms, and accuses them of enabling such content to spread and the unauthorized sale of goods using its identity.
Concerns about Deepfake content
Gambhir highlighted the rise of fake and misleading content on platforms such as Instagram, X, YouTube and Facebook. Some of these deepfake videos have reportedly gone viral and attracted widespread attention. He argued that such abuse not only misleads the public but also causes significant reputational and professional damage, particularly in light of his role as head coach of the Indian men’s cricket team.The plea seeks a permanent injunction to prevent all defendants from using his name, image, voice or persona without consent, along with damages of Rs 2.5 million and directions to remove the infringing content. Gambhir’s case joins a growing list of high-profile figures invoking their rights to personality and publicity in the Delhi High Court.In recent months, former India captain Sunil Gavaskar, spiritual leader and Art of Living founder Sri Sri Ravi Shankar, actors Nagarjuna, Kajol, Aishwarya Rai Bachchan and Abhishek Bachchan, singer Jubin Nautiyal, filmmaker Karan Johar and podcaster Raj Shamani have secured legal protection against unauthorized use or impersonation of their identities.
