Bombay HC tells social media cos to take action against deepfakes of NSE MD

The Bombay High Court has directed social media intermediaries to take prompt action against alleged deepfake videos of NSE’s managing director and chief executive officer giving stock recommendations.
A single bench of Justice R I Chagla in the order of July 16 also directed social media platforms like Facebook, WhatsApp, Instagram and Telegram to remove or delete all accounts infringing upon the trademark of NSE (National Stock Exchange of India Limited).
The balance of convenience also lies in favour of the Plaintiff (NSE) and irreparable loss and/or harm will be caused to the Plaintiff, unless the ad-interim (temporary) relief sought for is granted, the HC said.
The bench directed the social media platforms to remove or delete the content within ten hours upon receiving a complaint against such morphed videos and profiles where the plaintiff’s trademark is infringed.
The court said social media firms are mandated by the Information Technology Rules to take prompt action on the