April 18, 2024
Cricketing legend Sachin Tendulkar has develop into the newest sufferer of deepfakes after a video went viral displaying the previous Indian cricketer endorsing a gaming app referred to as Skyward Aviator Quest. Within the video, Tendulkar is seen selling the app saying his daughter Sara makes use of it to make each day features to the tune of Rs 1.8 lakh by predicting the end result of the sport.

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Tendulkar, nevertheless, mentioned the video was pretend.

“These movies are pretend. It’s disturbing to see rampant misuse of know-how. Request everybody to report movies, advertisements & apps like these in massive numbers. Social Media platforms have to be alert and conscious of complaints. Swift motion from their finish is essential to stopping the unfold of misinformation and deepfakes,” he mentioned on X (previously Twitter).

Minister of state for information technology Rajeev Chandrasekhar responded on X saying the ministry will implement tighter rules under the IT Act to ensure compliance by platforms.

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“Thank you @sachin_rt for this tweet. #DeepFakes and misinformation powered by #AI are a threat to Safety&Trust of Indian users and represents harm & legal violation that platforms hv to prevent and take down. Recent Advisory by @GoI_MeitY requires platforms to comply wth this 100%. We will be shortly notifying tighter rules under the IT Act to ensure compliance by platforms,” he said.

Tendulkar joins the long list of celebrities and public figures who have fallen prey to deepfakes, which includes Rashmika Mandanna, PM Narendra Modi, and Alia Bhatt. Deepfakes are images that use artificial intelligence to create convincing images, audio, and video hoaxes. They often transform existing source content where one person is swapped for another and create entirely original content where someone is represented doing or saying something they didn’t do or say.

The greatest danger posed by deepfakes is their ability to spread false information that appears to come from trusted sources.

The Indian government has sent an advisory to social media platforms reminding them that they may lose ‘safe harbour immunity’ under the Act if they fail to remove within 36 hours deepfake content material that has been reported.

ET reported on November 14 citing consultants that provisions of the present IT legislation might not be enough to deal with the issue of deepfakes as they can not thwart their creation and unique circulation, urging policymakers to step in to handle the harm they trigger.