New Delhi: Amitabh Bachchan’s voice, image, name or personality attributes can’t be used without his permission, the Delhi High Court said in an interim order on Friday, on a suit filed by the veteran actor, reports Abhinav Garg.

Bachchan had moved court alleging exploitation of his “publicity rights as a celebrity” by several individuals, including the person behind a “KBC lottery” to scam the public. Granting relief to the 80-year-old actor, who hosts the popular TV game show Kaun Banega Crorepati (KBC), justice Navin Chawla said he was a well-known personality across the globe and his wrongful representation could cause “harm and injury” and “may even bring disrepute” to him.

“The plaintiff is aggrieved that defendants are unauthorizedly using his celebrity status to promote goods and services without his permission or authorization,” the judge noted. Bachchan in his plea had said that due to his goodwill and reputation, he was “one of the most sought-after celebrities for brand endorsements” and to protect the same, he “ensures that he endorses a product only after carrying out a thorough background check of the brand, its perception in the minds of the public and other relevant factors”.