Sachin Tendulkar Deepfake Video: The rise of deepfake content has become a growing concern, causing distress to both celebrities and the public alike. After the actress Rashmika Mandanna and Katrina Kaif, the latest victim of this malicious trend is none other than cricket legend Sachin Tendulkar, who recently fell prey to a deepfake video promoting a gaming/betting app. This incident comes on the heels of a similar deepfake controversy involving Sachin’s daughter, Sara Tendulkar, and a subsequent deepfake image of her with cricketer Shubman Gill. The repercussions of such incidents prompted the Indian government to issue guidelines for social media companies to combat the misuse of deepfake technology.
Watch Sachin Tendulkar Deepfake Video With His Tweet:
Expressing his concern and distress over the fake video, Sachin Tendulkar took to his official social media account to address the issue. In a tweet, he denounced the false claims and urged relevant authorities to take swift action against those responsible. The cricket maestro tagged the Ministry of Electronics and IT, Rajeev Chandrasekhar, Minister of State for Skill Development and Entrepreneurship of India, and Maharashtra Cyber, seeking their intervention.
Sara and Shubman’s Deepfake Incident:
This incident follows the previous deepfake episode involving Sachin Tendulkar’s daughter, Sara, whose manipulated image alongside cricketer Shubman Gill circulated online last year. It was later revealed that the person beside Sara was her brother, Arjun Tendulkar, highlighting the deceptive nature of deepfake technology.
Government Intervention:
The escalating threat of deepfake technology prompted the Central government to intervene and issue guidelines to social media companies. These guidelines aim to combat the spread of deepfake content, safeguarding individuals, especially public figures, from falling victim to malicious intent.
Government Guidelines on Deepfake Misuse:
The Ministry of Electronics and Information Technology issued a mandate outlining specific guidelines for social media companies to identify and remove deepfake images and videos promptly. The key points of these guidelines include:
- Vigilance and Identification: Social media companies are urged to exercise caution and implement measures to identify false information and deepfake content, especially involving public figures.
- Timely Action: Swift action is mandated within a specified timeframe, as prescribed by the Information Technology (Intermediary Guidelines) Rules of 2021. Social media platforms must remove deepfake content within 36 hours of its identification.
- User Responsibility: Users are explicitly instructed not to host or promote any misleading or deepfake content. This emphasizes the need for collective responsibility in preventing the creation and dissemination of such content.
- Reporting Mechanism: Social media companies are required to establish an effective reporting mechanism. Any content reported by users as deepfake should be promptly reviewed and removed within the stipulated 36-hour timeframe.
- Compliance and Accountability: Social media intermediaries are reminded that failure to operate per the guidelines may result in legal action under Rule 7 of the Information Technology (Intermediary Guidelines) Rules of 2021. Non-compliance may lead to the loss of protections under Section 79(1) of the Information Technology Act of 2000.
The disturbing trend of deepfake technology targeting celebrities, including Sachin Tendulkar and his family, underscores the urgency of effective countermeasures. The government’s guidelines serve as a crucial step towards curbing the misuse of deepfake content on social media platforms. Both social media companies and users must adhere to these guidelines, ensuring a safer digital space for all. As technology continues to advance, the collaborative efforts of authorities, celebrities, and the public are vital in combating the challenges posed by deepfake threats.
