High Court
Delhi High Court Orders Patanjali to Pause Negative Ads Targeting Dabur
MUMBAI: The rivalry between India’s leading Ayurvedic brands entered the legal arena this week, as the Delhi High Court ordered Patanjali Ayurved to halt all advertisements disparaging Dabur’s chyawanprash. The directive reflects the judiciary’s increasing scrutiny of advertising claims in the high-stakes wellness sector.
The dispute began after Dabur, one of India’s oldest and most established names in Ayurvedic health, alleged that Patanjali’s recent campaigns not only targeted its flagship product, but also implied
that competitors use inferior or artificial ingredients—claims Dabur described as misleading and potentially damaging to consumer trust.
In its preliminary order, the court noted that while comparative advertising is allowed, it cannot cross into unfair or baseless disparagement. The judges observed that advertising should inform, not
mislead, and must avoid statements that unjustly tarnish the reputation of rival products.
The interim order requires Patanjali to suspend all negative advertisements against Dabur chyawanprash until further notice. The case will proceed for detailed examination of the ad content and
industry standards.
The legal intervention underscores the fierce marketing competition in India’s booming Ayurvedic and natural health market, where trust and authenticity are prized by both brands and consumers. Industry experts say the ruling sends a clear signal to marketers: fair play remains essential in the fight for health-conscious buyers.
The matter is scheduled for further hearing in the coming weeks, when the court will assess the factual basis of Patanjali’s claims and address the broader issue of responsible advertising in the wellness
sector. For now, both companies—and the wider industry—are watching closely, aware that the outcome could set the tone for brand battles in India’s fast-growing consumer market.
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High Court
Bombay HC likely to protect Kartik Aaryan’s personality rights
Actor seeks Rs 15 crore damages over AI misuse, deepfakes and merch
MUMBAI: In an age where faces can be faked and voices cloned, even stardom needs legal armour. The Bombay High Court has indicated it will pass an order safeguarding the personality and publicity rights of Bollywood actor Kartik Aaryan, following allegations of widespread digital misuse of his identity.
The matter, heard by Justice Sharmila U. Deshmukh, centres on a plea filed by Aaryan seeking a broad John Doe injunction against 16 defendants, including e-commerce platforms, social media intermediaries and unidentified entities. The court noted the concerns raised and said appropriate orders would be issued.
At the heart of the case lies the growing threat of artificial intelligence-driven impersonation. Aaryan’s petition flags multiple instances of deepfake content circulating across platforms such as YouTube and Instagram, where his likeness has allegedly been used to create fabricated videos, including false romantic link-ups and objectionable scenarios designed to drive engagement.
In one particularly alarming example, the actor’s legal filing cites AI-generated visuals that falsely associate him with controversial global figures, including Jeffrey Epstein. The plea argues that such content not only misleads audiences but also causes serious reputational damage.
The concerns extend beyond content to commerce. The suit alleges that unauthorised merchandise bearing Aaryan’s name and image is being sold across platforms such as Amazon, Flipkart and Redbubble, without his consent. Additionally, the actor has raised red flags over AI-powered chatbots that mimic his voice and simulate conversations, warning of potential misuse in fraudulent activities.
Aaryan’s filing underscores that he is the registered proprietor of the trademark “Kartik Aaryan”, with his name, voice and likeness carrying significant commercial value. The unauthorised use of these attributes, the plea states, leads to “immediate and irreparable harm” to his goodwill.
Seeking both preventive and punitive relief, the actor has requested a permanent injunction restraining entities from exploiting his identity in any form be it name, voice, signature or distinctive dialogue style. He has also sought damages amounting to Rs 15 crore for alleged commercial misappropriation and reputational loss.
The case highlights a larger legal and cultural moment, where the lines between reality and replication are increasingly blurred. As AI tools become more accessible, courts are now being called upon to define the boundaries of identity in the digital age, where a face may be famous, but control over it is no longer guaranteed.
