Chennai, Aug 1:
In a significant ruling that could impact political branding in Tamil Nadu, the Madras High Court has restrained the state government from using the names of living individuals in the titles of new or rebranded public welfare schemes. It has also prohibited the inclusion of portraits of former Chief Ministers, ideological leaders, or the insignia, emblem, or flag of the ruling Dravida Munnetra Kazhagam (DMK) in any official advertisements promoting such schemes.
The interim order was passed by the First Division Bench, comprising Chief Justice Manindra Mohan Shrivastava and Justice Sunder Mohan, while hearing a public interest litigation (PIL) filed by AIADMK Member of Parliament C. Ve. Shanmugam. The PIL challenged the use of Chief Minister M.K. Stalin’s name in the ongoing public outreach programme titled ‘Ungaludan Stalin’.
Clarifying the scope of their order, the judges stated that it did not affect the launch or operation of any welfare scheme. The restrictions are limited to the nomenclature and promotional content of such schemes. The court emphasized that the interim directions were being issued on the basis of prima facie materials.
The Bench also took note of the senior counsel’s submission that the State was allegedly planning to name additional schemes after living individuals. Citing the Supreme Court’s precedent in the Common Cause case, the judges observed that such practices appeared prima facie impermissible and could amount to undue political advantage.
“Therefore, we are inclined to pass an interim order to the effect that while launching and operating government welfare schemes through various advertisements, the name of any living personality, photograph of any former Chief Minister/ideological leaders or party insignia/emblem/flag of Respondent number 4 (DMK) shall not be included,” the Bench ruled.
Notices were issued to both the Tamil Nadu government and the DMK, directing them to file counter affidavits. The PIL will be heard again on August 13, alongside a similar case filed by another individual.
Additionally, the court clarified that the ongoing case before it would not prevent the Election Commission of India from acting on a separate representation made by the AIADMK MP under Paragraph 16A of the Election Symbols (Reservation and Allotment) Order, 1968, which seeks action against the DMK.
The ruling is likely to set a precedent in curbing the personalization and politicization of government-funded welfare schemes in the state, especially in the run-up to the 2026 Assembly elections.