The digital world was recently shaken by a deepfake video featuring cricket legend Sachin Tendulkar falsely endorsing ‘Skyward Aviator Quest’, a dubious gaming app. The video, which also wrongly claims his daughter Sara’s involvement, has sparked widespread concern over the misuse of deepfake technology.
Tendulkar’s Call for Action
In response, Tendulkar took to social media, highlighting the urgent need for vigilance against such deceptive practices. “These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers,” he stated, emphasizing the importance of collective action in combating digital misinformation.
Not an Isolated Incident
This incident echoes a similar situation involving actress Rashmika Mandanna last year, where a deepfake video featuring a lookalike, British actress Zara Patel, circulated online. “Something like this is honestly, extremely scary not only for me but also for each one of us who today is vulnerable to so much harm because of how technology is being misused,” Mandanna expressed, voicing concerns over digital safety.
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Government’s Stance on Deepfakes
To address these growing threats, the Ministry of Electronics and Information Technology (MeitY) issued an advisory in December 2023. The advisory calls for strict compliance with IT Rules 2021, particularly concerning the spread of misinformation through AI and deepfakes. “There is no separate regulation for deepfakes, existing regulations already cover it under Rule 3(1)(b) (v) of IT Rules, 2021. We are now seeking 100% enforcement by the platforms and for the platforms to be more proactive,” said Rajeev Chandrasekhar, minister of state for information technology.
The Need for Proactive Measures
The advisory underscores the necessity for digital platforms to align their terms of use with existing regulations and educate users about the dangers of deepfakes. The government’s call for proactive measures reflects the urgency of addressing this digital menace.
The emergence of deepfake technology as a tool for misinformation highlights a critical challenge in the digital age. As technology continues to advance, the responsibility falls on both individuals and platforms to remain vigilant and proactive in safeguarding digital integrity. The incidents involving Tendulkar and Mandanna serve as stark reminders of the potential harms of unchecked technological misuse, urging a collective effort towards a safer digital environment.
