Model Fights AI Misuse In Ads, Calls For Regulation

A legal notice has been sent to the Advertising Standards Council of India, highlighting the urgent need for regulatory intervention to curb the misuse of deepfake and artificial intelligence technology in advertising.

Kanchan Nagar, a professional model, discovered her facial features were used without permission in a Yatra Online Ltd. ad, given in the Times of India. She sent the notice in response.

As per the notice sent to the advertisement regulator, the deepfake ad included her facial features on a body she had never posed for, potentially confusing viewers and infringing on her personality rights. Despite initial confusion over whether the image was AI-generated, the striking resemblance convinced Nagar that her likeness had been manipulated without her consent.

Supporting her stance, the online platform "Best Media Info" recognised the risks AI poses when brands use such technology to promote their products. This case echoes past legal battles, like those involving Bollywood stars Anil Kapoor and Amitabh Bachchan, who fought against the unauthorised use of their personas. A similar case is being fought by actor Jackie Shroff before the Delhi High Court as well.

Nagar’s legal notice calls on ASCI to amend its code to address the misuse of AI in advertising, emphasising the need for clear regulations to protect individuals' personality rights. She advocated for mandatory consent before using AI-generated images resembling real people and urged ASCI to issue public guidelines to curb these unethical practices.