Cricket

Deepfake: After Rashmika, Shubman Gill’s Deepfake with Sara Tendulkar

After Rashmika, Shubman Gill’s Deepfake with Sara Tendulkar: A few days after Sara Tendulkar and Shubman Gill, a supposed couple, fell victim to a deepfake incident, so did Bollywood actress Rashmika Mandanna. A photo of Sara and Shubman went popular on the internet on Wednesday. As they stand for a photo, Sara is seen giving the famous Indian cricket player a hug.

But as it happened, the image was modified. On her brother Arjun Tendulkar’s birthday, Sara Tendulkar shared the original photo of the two of them on Instagram.

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The emergence of deepfake technology has raised a lot of concerns among people, especially women. And therefore, it is important to identify these kinds of malicious AI-generated images and videos.

The Central government on Tuesday issued guidelines to social media companies to address the identification and removal of deepfake videos.

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The Ministry of Electronics and Information Technology has mandated that social media companies should take swift action within 36 hours to remove the deepfake videos.

Failing to do so may result in legal action under Rule 7 of the Information Technology (Intermediary Guidelines) Rules of 2021.

The guidelines issued to social media companies

Vigilance and Identification: Companies are urged to exercise appropriate caution and implement measures to identify false information and deepfake content.

Timely Action: Swift action should be taken within the specified time frame as prescribed by the IT Rules of 2021.

User Responsibility: Users are explicitly instructed not to host or promote any misleading or deepfake content.

Reporting Mechanism: Any such content reported by users should be promptly removed within 36 hours.

Compliance and Accountability: Social media intermediaries are reminded that failure to operate in accordance with the relevant provisions of the Information Technology Act and Rules may result in punitive action under Rule 7 of the IT Rules of 2021. Such non-compliance could also expose the organization to the loss of protections under Section 79(1) of the Information Technology Act of 2000.

Source

Shubham Mandal

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