The Delhi High Court has protected the personality rights of India cricket legend Yuvraj Singh, restraining the unauthorised use of his name, image, and other personality attributes by third parties for commercial or personal gain, including the sale of merchandise and the creation of AI-generated or deepfake content. Justice Jyoti Singh, in an interim order passed on the former cricketer’s suit, observed that Yuvraj is among the country’s most decorated, recognised and globally renowned cricketers, having represented India across all formats for 17 years. The court said those violating his personality and privacy rights needed to be “dealt with a heavy hand." In the order dated July 29, Justice Singh restrained the exploitation or misappropriation of the names “Yuvraj Singh" and “Yuvi", as well as the cricketer’s image, voice, likeness and other personality attributes. Yuvraj contended that, apart from the unauthorised sale of merchandise bearing his personality attributes, several social media accounts were publishing and disseminating AI-generated images and videos purportedly depicting him in fabricated and fictional scenarios, thereby damaging his reputation and goodwill. His counsel told the court that the objectionable content included religiously insensitive posts, videos portraying aggressive and violent behaviour towards another cricketer, and posts containing vulgar and abusive language. Directing Meta Platforms and other online platforms to remove the offending content, the court concluded that the contents of the impugned AI-generated posts and deep fake videos are t