Ban on using Ilaiyaraaja’s name and image

On November 20, a bench headed by Justice N. Senthilkumar issued this order. In the case filed by Ilaiyaraaja (Dr. Ilaiyaraaja vs. Ashok Kumar and Central Parties), several YouTube channels and social media accounts were accused of misusing his identity for commercial purposes. It was specifically argued that they were using AI technology to morph his face, create dancing videos, memes, and reels, attract viewers, and earn revenue. This was said to tarnish his dignity and create false endorsements.

Ilaiyaraaja’s lawyers, S. Prabhakaran and Saravanan, argued that “there is no objection to enjoying his music, but commercially exploiting his identity is unacceptable.” The court, observing that “at the preliminary stage the arguments are acceptable,” imposed a ban on using his name, photographs, comic or animated representations, AI-generated content, voice, or any feature that identifies him without permission. The opposite parties have been directed to file their counter-arguments.

This order is considered a significant step in the direction of protecting celebrities’ personality rights. Similar to the orders issued by the Delhi High Court for Raj Samani and the Bombay High Court for Aasa Bhosle and Sunil Shetty, it strengthens the fight against AI deepfakes and social media misuse. Further proceedings in the case are expected to take place soon.

Ilaiyaraaja’s fans have welcomed this order, while reminding everyone that the ways to enjoy and appreciate his music on social media remain open.