India, Sept. 4 -- The Bombay High Court on Thursday directed social media platforms to take down objectionable content concerning actor Shruti Haasan for alleged large-scale infringement of her personality and publicity rights via unauthorised use of her name, image and likeliness in AI-generated deepfakes, fake pornography, merchandise, and commercial endorsements.

A single judge bench of Justice Madhav Jamdar observed that Haasan had made out a "very strong prima facie" case for protection of her personality rights.

"There is substance in the contention raised by the plaintiff (Haasan) that the continuing dissemination of Al-generated deepfakes, manipulated images, chatbots, and other infringing content has caused and continues to cau...