Union Minister, on X, expressed gratitude to cricketer Sachin Tendulkar for pointing out the video. Tendulkar, in X, for pointing out the video, said that AI-generated deepfakes and misinformation are a threat to safety and trust of Indian users. He notes that platforms must comply with advisory issued by the Centre.
"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 have 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 IT Act to ensure compliance by platforms," Chandrasekhar posted on X
On X, Sachin Tendulkar was seen cautioning his fans and the public that aforementioned video was fake. Further, he asked viewers to report any such applications, videos and advertisements.
"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. Social media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and fake news. @GoI_MeitY, @Rajeev_GoI and @MahaCyber1," Tendulkar said on X.
Deepfakes are artificial media that have undergone digital manipulation to effectively swap out one person's likeness for another. The alteration of facial features using deep generative techniques is known as a "deepfake." While the practice of fabricating information is not new, deepfakes use sophisticated AI and machine learning algorithms to edit or create visual and auditory content that is easier to trick.
Last month, the government urged all online platforms to abide by the IT rules and mandated companies to notify users about forbidden content transparently and accurately.
The Centre has asked platforms to take urgent action against deepfakes and ensure that their terms of use and community standards comply with the laws and IT regulations in force. The government has made it abundantly evident that any violation will be taken very seriously and could result in legal actions against the entity.