In today’s digital era, advances in artificial intelligence (AI) and other emerging technologies have made it increasingly easy to create manipulated, deepfake, or obscene videos. These videos can easily be widely spread on social media and other platforms, raising a serious concern about the unauthorized use of celebrities' images, videos, voices, and likenesses. Such misuse of celebrities' identity can cause significant reputational harm, leading to loss of future commercial opportunity and affecting their personal rights. This research paper examines the concept of personality rights of a celebrity and explains their significance in protecting identity, dignity, and public image. It analyses both international and national perception of celebrity personality rights in reference to relevant statutes and judicial precedent. This study further highlights the challenges posed by emerging technology, which enables the widely rapid spread of unauthorized content and often bypasses existing legal safeguards. Additionally, it considers the influential role of celebrities in shaping public perception and contemporary consumer buying behaviour, emphasizing the broader social and economic implications of personality rights infringement.

Keywords: Personality Rights, Unauthorized use, Celebrities, Right to Publicity