Indian cricket legend Sachin Tendulkar has develop into the newest sufferer of deepfake and mentioned it was disturbing to see such ‘rampant misuse of expertise’.
In a viral video, Sachin may very well be seen selling a gaming app named ‘Skyward Aviator Quest’.
In the deepfake video, Sachin may very well be seen not solely endorsing the app however even claiming that his daughter Sara is gaining monetary advantages from it.
Warning folks about such movies, Sachin Tendulkar posted on X: “These movies are pretend. It is disturbing to see rampant misuse of expertise. Request everybody to report movies, adverts & apps like these in giant numbers.”
“Social Media platforms must be alert and attentive to complaints. Swift motion from their finish is essential to stopping the unfold of misinformation and deepfakes,” he mentioned.
What is deepfake?
Deepfakes are an artificial media created by machine-learning algorithms named for the deep-learning strategies used within the creation course of and the pretend occasions they depict, in keeping with Discover Data Science web site.
The time period reportedly gained recognition in 2017 after a Reddit person by the identify of “deepfake” created a subreddit and even began posting movies that used face-swapping expertise to insert celebrities’ likenesses into already current pornographic movies.
Is it new in India?
Sachin’s video shouldn’t be the primary case of deepfake video affecting celebrities. Previously, movies of Bollywood celebrities like Alia Bhatt,Kajol and Katrina Kaif had been circulated on-line.
The case of Rashmika Mandanna
Last 12 months, a deepfake video of actress Rashmika Mandanna went viral on numerous social media platforms.
The Delhi Police issued a case over the AI-generated video of the actress.
According to experiences, the video in query initially featured social media influencer Zara Patel.
However, within the deepfake video, her face was modified to Rashmika’s.
Measures taken by Indian authorities
The Ministry of Electronics and Information Technology (MeitY) final 12 months issued an advisory to all intermediaries, making certain compliance with the present IT guidelines and the directive particularly focused the rising considerations round misinformation powered by AI – deepfakes.
The advisory mandated that intermediaries talk prohibited content material, notably these specified underneath Rule 3(1)(b) of the IT Rules, clearly and exactly to customers.
This advisory is the fruits of the discussions held by Union Minister of State for Skill Development & Entrepreneurship, Electronics & IT and Jal Shakti, Rajeev Chandrasekhar throughout Digital India dialogues with intermediaries inside one month.
The advisory said that, “The content material not permitted underneath the IT Rules, specifically these listed underneath Rule 3(1)(b) should be clearly communicated to the customers in clear and exact language together with via its phrases of service and person agreements and the identical should be expressly knowledgeable to the person on the time of first-registration and likewise as common reminders, specifically, at each occasion of login and whereas importing/sharing info onto the platform.”