SUNDAY, JULY 28, 2024
Anish Esteves
Deepfakes, a term derived from "deep learning" and "fake," refer to synthetic media that use artificial intelligence to manipulate or replace faces and voices in videos. These advanced digital forgeries have become a growing concern globally, including in India. The potential harm caused by deepfakes is not limited to the manipulation of public figures; it extends to individuals who may inadvertently become victims of this technology. Even legendary cricketer Sachin Tendulkar this week fell prey to viral deepfakes in India, highlighting the urgent need to address this issue.
The impact of deepfakes on various sectors in India cannot be overlooked. The political landscape is particularly vulnerable, with the rise of deepfake videos during election campaigns. These manipulated videos have the potential to sway public opinion, tarnish reputations, and undermine the democratic process. The Election Commission of India (ECI), however, has not announced any measures so far to reduce the impact of deepfake technology on the upcoming elections.
However, politics is not the only sector at risk. Entertainment industries face the challenge of protecting celebrities and public figures from malicious deepfakes that can damage their reputation or create false narratives. Additionally, businesses are susceptible to financial losses, fake employee communications, and CEO fraud due to fraudulent activities facilitated by deepfake technology.
Social media platforms have played a crucial role in the rapid spread of deepfake videos. These platforms provide an easily accessible and highly shareable medium for disseminating manipulated content. Unfortunately, detecting and removing deepfake content has become increasingly challenging for platforms due to
rapid advancements in
AI technology.
In recent times, several instances of viral deepfake videos have caught public attention in India. For example, fake videos featuring prominent politicians and actors have gone viral, causing confusion and sparking controversy. The ability of these videos to deceive viewers highlights the need for heightened awareness and proactive measures in combatting the spread of deepfakes.
Deepfake videos can have severe personal implications for individuals. Victims may experience reputational damage, emotional distress, and even harassment as a result of manipulated content. It is essential for individuals to take precautions to protect themselves from becoming victims of deepfake videos.
One practical step individuals can take is to be cautious about sharing personal information online. Limiting the amount of personal data available to potential manipulators can reduce the risk of being targeted.
Additionally, individuals should exercise scepticism when encountering suspicious or highly sensationalised videos online. Verifying the authenticity of video sources before sharing or reacting is crucial in curbing the spread of deepfakes.
India's existing laws and regulations provide some amount of protection against deepfakes. For instance, Section 66E of the Information Technology Act, 2000 (IT Act) is applicable in cases of deepfake crimes that involve the capture, publication, or transmission of a person’s images in mass media thereby violating their privacy. Such an offence is punishable with up to three years of imprisonment or a fine of Rs 2 lakh.
Similarly, Section 66D of the IT Act punishes individuals who use communication devices or computer resources with malicious intent, leading to impersonation or cheating. An offence under this provision carries a penalty of up to three years imprisonment and/or a fine of Rs 1 lakh. However, there is a need for stronger legislation specifically addressing deepfake technology.
Ethical concerns surrounding the creation and dissemination of deepfake videos cannot be ignored. The potential harm caused by these videos extends beyond legal considerations. Manipulating someone's likeness without their consent raises serious ethical questions about consent, privacy, and digital rights.
Efforts are underway to develop technological advancements that can help detect and counteract deepfake videos. Blockchain-based verification systems and AI algorithms are being explored to identify fake content accurately. These tools aim to empower users with the ability to verify the authenticity of videos before sharing them.
However, technological solutions alone are not enough. Public awareness and media literacy play an equally crucial role in combating the spread of deepfake content. Educating individuals about the existence and potential dangers of deepfakes can help them become more discerning consumers of media. Media literacy programs should be implemented to teach critical thinking skills that allow individuals to spot signs of manipulation in videos.
Individuals also have a responsibility to report deepfake videos they come across to the appropriate authorities or platforms. By actively participating in identifying and reporting manipulated content, individuals can contribute to the broader effort of curbing the spread of deepfakes.
The rise of deepfake videos poses a significant threat in India, impacting various sectors including politics, entertainment, and business. The potential harm caused by manipulated content should not be underestimated. It is crucial for individuals and society as a whole to take proactive measures to address the challenges posed by deepfake technology.
By staying vigilant and being cautious about sharing personal information online, individuals can protect themselves from becoming victims of deepfakes. Strengthening legislation and promoting ethical considerations are essential steps in combatting this growing problem. Moreover, technological advancements, coupled with public awareness and media literacy, can contribute to mitigating the spread of deepfakes.
To safeguard India's digital landscape, it is imperative that individuals, policymakers, and technology companies join forces to tackle this issue head-on. By taking action now, we can collectively work towards reducing the impact of deepfakes and preserving trust in our digital world.
(Anish Esteves is a Senior Content Editor at a start-up based in Mumbai. He has written for a number of reputable publications. He is on X @AEthejourno)
