New Delhi, May 11 -- With the Madras High Court recently dismissing an appeal filed by actor Tamannaah Bhatia against a soap manufacturer, alleging that her images were used without authorization after the expiry of a contractual agreement, entertainment industry experts say the long-tail problem of celebrity content misuse has surfaced yet again.

Even when a brand stops producing new packaging, old stock featuring a celebrity's face can remain in small retail stores or distributor warehouses for months-sometimes longer. But the issue now extends far beyond leftover inventory.

Misuse has evolved beyond expired contracts. It now includes fake endorsements, unauthorized marketplace listings, regional adaptations, and increasingly, AI-gene...