Bollywood veteran Jackie Shroff has initiated legal proceedings to protect his personality and publicity rights, as per reports.

Shroff, on Tuesday, lodged a complaint with the Delhi High Court against multiple entities, alleging the unauthorized utilization of his name, images, voice, and the term "Bhidu" without his authorization.

As reported by Live and Law, Shroff's petition is scheduled for hearing before the court on Wednesday.

This lawsuit marks a notable development in the ongoing discourse concerning celebrity rights in the digital era. Shroff's decision to pursue legal action follows similar moves by fellow actors Anil Kapoor and Amitabh Bachchan to safeguard their personality rights.

Last September, the Delhi High Court issued an interim order to safeguard Anil Kapoor's personality rights and prohibited various entities from misusing his identity, name, voice, or other aspects of his persona for commercial purposes without his consent.

Kapoor's petition aimed to prevent the unauthorized use of his name, the acronym AK, his voice, images, as well as his iconic characters such as Lakhan, Mr. India, Majnu Bhai, Nayak, and the phrase "jhakaas" alongside his photo, without his explicit consent. Moreover, Kapoor sought protection against the utilization of any technology, including AI deepfakes and GIFs.

Following the court's directives, Shroff's legal team identified and requested the blocking of 44 links.

Additionally, earlier, Amitabh Bachchan had also sought an injunction from the court to prevent a jeweler from leveraging his celebrity status to endorse its products while relying on his publicity rights.