Several brands are facing potential legal action for misuse of Indian Olympic medalists images without proper authorization. Athletes and their management agencies are alleging that these brands are infringing on the athletes’ personality rights by using their images in congratulatory advertisements without sponsoring them.
Manu Bhaker, the bronze medalist shooter at the Paris Olympics, has been at the center of this issue. Numerous brands, including Bajaj Foods, LIC, and FIITJEE, among others, have used her images in their congratulatory messages without her endorsement. This unauthorized use of the athlete’s image is termed ‘moment marketing’ by industry experts.
Neerav Tomar, Managing Director of IOS Sports & Entertainment, which represents Manu Bhaker, has confirmed. That the legal notices will be served to these brands. Other athletes and their management agencies have also expressed their intent to take legal action against brands that misuse their images.
India has laws protecting personality rights, but their enforcement is weak. Legal experts want stricter laws to safeguard athletes and celebrities from unauthorized image use.
The unauthorized use of athletes’ images is becoming a prominent issue. It is uncertain how effectively the legal system will handle this growing concern.
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