Celebrity image misuse extends far beyond expired contracts. The Madras High Court's dismissal of actor Tamannaah Bhatia's appeal against unauthorized post-contract image use highlights a growing problem in India's endorsement market. Brands continue leveraging old campaign content after agreements expire, sometimes deliberately avoiding renewal costs. The issue now encompasses fake endorsements, unauthorized marketplace listings, and increasingly, AI-generated celebrity likenesses. Experts warn that loosely drafted contracts fail to define usage timelines, platform scope, and removal obligations, creating legal grey zones. Regional and mid-tier brands often view compliance costs as higher than legal action risks. This affects celebrity exclusivity, pricing power, and brand alignment.
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