Days after actor Rashmika Mandanna’s digitally altered video became viral on social media, the Ministry of Electronics and Information Technology (MeitY) published an advise to social media businesses on November 7th, urging them to address deepfake content. What is stated in the advice, though?
A technology known as “deepfake” uses artificial intelligence (AI) to modify a person’s look, voice, or behavior in ways that can be convincing and difficult to distinguish from real, unaltered footage.
The government has requested social media companies to delete such content from their sites, citing concerns about women’s modesty and the potential for “irreparable harm” to residents, in an advise that Moneycontrol has seen a copy of.
“Such reports.. that deep fake imagery relating to prominent personalities and celebrities is being created and such manipulated contents often undermines the dignity of the persons, including specifically the modesty of women,” added the statement.
Additionally, it raises concerns among the public that deepfake may be used to mislead them, “which could cause irreparable harm to innocent persons.”
The government also forewarned social media intermediaries in the advice that failure to remove deepfake content from their platforms may result in penalties, including the loss of safe harbor protections and other benefits. Internet platforms are protected legally from user-shared content by the safe harbor guarantee.
The ministry cited Section 66D of the IT Act, which states that utilizing a communication device or computer resource to impersonate someone and deceive can result in jail time and fines.
Under the Information Technology (IT) Rules Sec 3 (1) (b) platforms are expected to conduct their due diligence in ensuring that users not host content like this.
Additionally, a platform is required by Section 3(2)(b) of the Rules to disable access to impersonation-related content within 24 hours of receiving a user complaint about it on an electronic media.
“As per the laws in force, such content / information which violates the IT Act/Rules, should be removed or access disabled upon receipt of court orders or notification from the Appropriate Government or its authorised agency or based on a complaint made by the impersonated individual or person authorised by him in this behalf,” the advisory stated.
But unlike CSAM or pornography, which can be identified automatically, deepfake content can only be taken down once a user files a complaint, which makes it challenging for platforms to identify.
“The responsibility for addressing deepfake on the platforms has been placed on the government. However, there is still more to be done to comprehend and control this new technology. AI should be governed by law, according to a social media executive. With additional questions in this regard, Moneycontrol has contacted Meta, Twitter, Google, and YouTube; the article will be updated as soon as an answer is obtained.
“Given the significant challenges posed by misinformation and deepfakes, the Ministry of Electronics and Information Technology (MEITY) has issued a second advisory within the last six months, calling upon online platforms to take decisive actions against the spread of deepfakes,” stated Rajeev Chandrasekhar, Minister of State for Electronics and Information Technology, on November 7.
“Deepfakes are particularly harmful to women and constitute a serious breach. Our Government takes the safety and confidence of our citizens extremely seriously, especially our women and children who are the focus of such content,” the statement continued.
