What are Personality Rights? Rakesh Bedi's Delhi HC Plea Sparks Trend

The legal concept of personality rights has trended in India following a move by veteran actor Rakesh Bedi to protect his identity. On September 23, 2026, Bedi approached the Delhi High Court to seek legal safeguards for his persona, reflecting a growing trend where public figures treat their name, image, and voice as commercial assets rather than just matters of privacy [1].

Understanding Personality Rights

Personality rights, often referred to as the "right of publicity," grant an individual control over the commercial use of their identity, including their name, image, likeness, or other unequivocal identifiers [2]. Legally, these are generally treated as property rights rather than personal rights, which means that in some jurisdictions, these rights may survive the death of the individual [2].

In India, these rights are increasingly used to prevent third parties from misleading the public into believing a celebrity has endorsed a product or service without a valid commercial arrangement. The Delhi High Court has emerged as the primary venue for these disputes, with cases typically routed to the bench handling Intellectual Property Division matters [1].

The Rakesh Bedi Case and the Delhi HC Trend

Rakesh Bedi, a prolific actor with over 150 films since the 1970s—known for Chashme Buddoor, Mera Damad, and his recent role as Jameel Jamali in the Dhurandhar films—filed his plea to stop the misuse of his likeness. His case was mentioned before Justice Anup Jairam Bhambhani before being sent to the IP division [1].

Bedi is part of a long list of Indian public figures who have sought similar protection from the Delhi High Court, including:

• Cinema & Entertainment: Tabu, Kajol, R Madhavan, Aishwarya Rai Bachchan, Abhishek Bachchan, and Allu Arjun [1].
• Sports: Yuvraj Singh, Abhishek Sharma, and Sunil Gavaskar [1].
• Public Figures: Shashi Tharoor, Pawan Kalyan, and entrepreneur Aman Gupta [1].
• Digital & Media: Podcaster Raj Shamwas and journalist Sudhir Chaudhary, the latter of whom sought relief against AI-generated videos that misrepresented him [1].

Commercial Assets vs. Privacy Rights

Legal observers note a significant shift in Indian litigation. While personality rights were once anchored in privacy and dignity, they are increasingly used as tools for controlling identity within a technological framework. This is particularly urgent with the rise of AI and deepfakes, where an individual's voice or image can be replicated without consent [1].

Global Comparison of Personality Protections

Region/Country	Legal Approach
India	Increasingly treated as commercial property rights; handled via IP courts [1].
USA	Defined by individual states; focuses on the "right of publicity" [2].
Brazil	Protected as a fundamental right under Article 5 of the Constitution [2].
Canada	Mix of statutory protection (e.g., Quebec, BC) and common law [2].

While Rakesh Bedi's plea was at a preliminary stage as of late September 2026, it underscores a broader movement in India to codify the commercial value of a public persona.