Context:

• This article is based on an Editorial “Viral ‘Rashmika Mandanna video’ spotlights Big Tech’s deepfake problem, yet again” which was published in the Indian Express. Recently, a deepfake of actor Rashmika Mandanna is currently viral on sites like Instagram, where her face has been morphed, which again raises the concerns of deepfakes.

What are the Deepfakes?

• Digital Manipulation: Deepfakes are synthetic media that have been digitally manipulated to replace one person’s likeness convincingly with that of another. 
  • These are the manipulation of facial appearance through deep generative methods.

What are the challenges associated with Deepfakes?

• Spread Misinformation: Deepfakes could be used to spread misinformation and disinformation during Indian elections. 
  • For example, a deepfake video of a political candidate making a controversial statement could be used to damage the candidate’s reputation and influence the outcome of the election.
• Blackmailing: Deepfakes could be used to blackmail or extort public figures and business leaders in India. 
  • For example, a deepfake video of a public figure or business leader engaging in illegal or immoral activity could be used to threaten to release the video if the person does not pay a ransom or comply with certain demands.
• Incite Violence: Deepfakes could be used to create fake news stories and propaganda that could incite violence or communal unrest in India. 
  • For example, a deepfake video of a religious leader making inflammatory statements could be used to provoke violence between different religious groups.
• Commit Fraud: Deepfakes could be used to commit fraud and identity theft in India. 
  • For example, a deepfake video could be used to impersonate someone in order to gain access to their bank account or credit card information.
• Lack of Protection: The repercussions of the menace of AI-generated fake content i.e., deepfakes, especially in a polarizing world and a divided online ecosystem can be far reaching, and is a new challenge to lawmakers around the world. 
  • Big tech companies including Meta and Google have announced measures to tackle it, but these are being easily exploited by people who want to disseminate such content.

The Path Ahead

• Strict Regulations: Deepfakes are a concerning challenge of polarizing modern age, and to tackle it adequate laws and regulations are a need of the hour. 
  • India needs to come up with strict regulations like modifying the Information Technology Act, 2000 (IT Act), 2000.
  • China already introduces comprehensive regulation on deepfakes to curb disinformation and consent from individuals and adherence to laws and public morals are mandated. 
• Make Aware: There is a need for public awareness and digital literacy. 
• Review Mechanisms: Service providers must establish review mechanisms and cooperate with the government. 

Also Read: IT Rules under scrutiny: Due to Deepfake Threats

Conclusion:

There is a need to address the ethical, legal, and technological aspects of deepfakes in a collaboration of citizens, service providers, governments and international organizations to provide a sense of digital security to the society.