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International Journal of Science, Strategic Management and Technology

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PROTECTION OF PERSONALITY RIGHTS IN THE DIGITAL ERA: GLOBAL IP CHALLENGES AND EMERGING LEGAL STRATEGIES

AUTHORS:
Adarsh Pathak
Ms Nancy Saroha
Mentor
Affiliation
DOI: 10.55041/ijsmt.v2i5.403
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

The evolution of technology has changed the significance of identity in modern society. In the age of artificial intelligence, social media, and digital economies, personal characteristics, including name, appearance, voice, and image, are no longer restricted to physical existence; rather, they can be duplicated, transferred, and even exploited online. This development has resulted in the increased recognition of personality rights, where people, as celebrities and individuals, are vulnerable to illegal exploitation and manipulation of their identities in the digital world.


Historically, the legal framework has always been dependent on IP laws like copyright and trademark laws for regulating matters relating to ownership and commercialisation. But these systems were not intended to safeguard the inherent connection between a person and their personality. The copyright system protects the creative expression and not the person, whereas the trademark system protects the commercial symbol and not the person. As a result of emerging digital practices such as deepfakes, voice cloning, and AI-generated personas, significant gaps in the existing legal architecture.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 05
Review Rounds:
2
Article Type:
Research Article
Publication Date:
May 26 2026
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Pathak, A. & Saroha, M. N. (2026). Protection of Personality Rights in the Digital Era: Global IP Challenges and Emerging Legal Strategies. International Journal of Science, Strategic Management and Technology, 02(05). https://doi.org/10.55041/ijsmt.v2i5.403

Pathak, Adarsh, and Ms Saroha. "Protection of Personality Rights in the Digital Era: Global IP Challenges and Emerging Legal Strategies." International Journal of Science, Strategic Management and Technology, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i5.403.

Pathak, Adarsh, and Ms Saroha. "Protection of Personality Rights in the Digital Era: Global IP Challenges and Emerging Legal Strategies." International Journal of Science, Strategic Management and Technology 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i5.403.

References
1.Mark P. McKenna, The Right of Publicity and Autonomous Self-Definition, 67 U. Pitt. L. Rev. 225 (2005). Jennifer E. Rothman, The Right of Publicity: Privacy Reimagined for a Public World 45–50 (2018).

2.Andres Guadamuz, Artificial Intelligence and Copyright, WIPO Mag. (2017).

3.Justice K.S. Puttaswamy v. Union of India, (2017) 10 SCC 1 (India).

4.Zacchini v. Scripps-Howard Broad. Co., 433 U.S. 562 (1977).

5.Regulation (EU) 2016/679 (General Data Protection Regulation), 2016 O.J. (L 119) 1. WIPO, Understanding Copyright and Related Rights 5–7 (2016).

6.Jennifer E. Rothman, The Right of Publicity 60–65 (2018).

7.Thomas McCarthy, The Rights of Publicity and Privacy § 6:3 (2d ed. 2018).

8.Stacey L. Dogan & Mark A. Lemley, What the Right of Publicity Can Learn from Trademark Law, 58 Stan. L. Rev. 1161 (2006).

9.Regulation (EU) 2016/679 (General Data Protection Regulation), arts. 4, 6.

10.Daniel J. Solove, The Future of Reputation: Gossip, Rumor, and Privacy on the Internet 102–105 (2007). Robert Chesney & Danielle Citron, Deep Fakes: A Looming Challenge for Privacy, Democracy, and National Security, 107 Calif. L. Rev. 1753 (2019).

 
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✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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