What Is Govt's Action Plan To Combat Deepfake Menace In India?

There's no doubt in saying that today's day and age is heavily dominated by artificial intelligence and the pervasive influence of deepfake technology. Even the most revered celebrities are susceptible to the insidious grip of digital manipulation. This phenomenon extends far beyond the confines of Hollywood or Bollywood, affecting prominent figures across diverse domains, from film and social media to public figures in general.

Amidst these ongoing discussions, Union Minister Rajeev Chandrasekhar has highlighted the government's stance to confront the escalating threat posed by deepfakes. The authorities are actively exploring substantial measures to bolster the existing IT Rules, 2021, with precise definitions and rigorous strategies aimed at staunchly countering the proliferation of deepfake content.

This urgency is exemplified by recent instances where nine prominent celebrities fell victim to the insidious clutches of deepfake technology in the most reprehensible manner.

In this discourse, SheThePeople delves into these recent examples and highlights the proactive steps the Indian government is contemplating to mitigate the impact of deepfakes on individuals and society at large.

1. Kajol

A recently surfaced video on the internet purportedly featuring Bollywood actor Kajol has been identified as a digitally altered clip. The video showcases a woman, with Kajol's face superimposed, changing clothes on camera.

Fact-checking platforms like BoomLive confirmed that the original clip actually belongs to an English social media influencer who posted it on TikTok as part of a 'Get Ready With Me' trend. The manipulated video, known as a deepfake, emerged online and misled many into believing it was the renowned actor. However, sites like BoomLive highlighted that this footage was created using artificial intelligence (AI) tools, which can manipulate and replace faces in videos, often leading to the creation of fabricated content.

2. Sonnalli Seygall

In a recent interview with India Today, actor Sonnalli Seygall shared her personal experience with a situation similar to what Rashmika Mandanna had encountered. She revealed that she had been a victim of image manipulation in the past, involving pictures rather than video. She explained that her mother had discovered these manipulated images and was quite distressed by them. She clarified that the images were not genuine and had been altered. She expressed her concern about the impact of such actions, deeming them both illegal and unsettling. Sonnalli emphasised that the anonymity of those responsible doesn't make these actions acceptable by any standards.

3. Katrina Kaif

An AI-altered image of Katrina Kaif has been circulating on social media. This image originated from a screenshot of an action sequence from the upcoming movie Tiger 3, where Katrina Kaif can be seen wearing a towel. However, the manipulated version of the image shows her in the same pose but with a modified and inappropriate outfit, resulting in a vulgar depiction. It's worth noting that this fake image was taken down from social media platforms within a few hours.

4. Tom Hanks

Tom Hanks, the beloved Hollywood actor, recently took to Instagram with a stern message for his 9.5 million followers. He warned them about a deceptive dental plan ad that featured an AI version of himself, generated without his consent. His post sent shockwaves through social media and raised awareness about the deceptive potential of deepfake technology.

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A post shared by Tom Hanks (@tomhanks)

5. Mr. Beast

YouTuber Jimmy Donaldson, also known as The Beast, is no stranger to the power of social media. However, he was taken aback when an AI-generated TikTok ad promised viewers $2 iPhones using a manipulated video of himself. The false advertisement drew attention to the urgency of addressing deepfake content on various platforms.

Lots of people are getting this deepfake scam ad of me… are social media platforms ready to handle the rise of AI deepfakes? This is a serious problem pic.twitter.com/llkhxswQSw

— MrBeast (@MrBeast) October 3, 2023

6. Kristen Bell

Kristen Bell, famous for her role in Veronica Mars and as the voice of Gossip Girl, received a disturbing revelation from her husband, Dax Shepard. He informed her that her likeness had been manipulated and used in sexually explicit content online. This disconcerting experience highlights the importance of safeguarding celebrities from digital exploitation.

I reached out to ~40 celebrities for my piece on deepfake porn. no one wanted to talk about it. and I didn't really expect them to.

but Kristen Bell did.

so at the very end of our interview, I asked her why. I admire her deeply for her answer. thank you @KristenBell. pic.twitter.com/SQiW77XmP7

— Cleo Abram (@cleoabram) June 8, 2020

7. Scarlet Johannson

Scarlett Johansson, a renowned Marvel actress, also became a target of deepfake deception. An unauthorised deepfake advert featured a version of her created using AI. It was used to promote a company named Lisa AI, even though Johansson had not given her consent. Johansson's legal team swiftly responded, emphasising the seriousness of such infringements.

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8. Rashmika Mandanna 

Indian actress Rashmika Mandanna faced a deepfake nightmare when a morphed video of her went viral on social media. She took to X (formerly Twitter) to express her concerns about the misuse of technology. Mandanna's experience serves as a stark reminder of the vulnerability that public figures face in the digital age.

I feel really hurt to share this and have to talk about the deepfake video of me being spread online.

Something like this is honestly, extremely scary not only for me, but also for each one of us who today is vulnerable to so much harm because of how technology is being misused.…

— Rashmika Mandanna (@iamRashmika) November 6, 2023

9. Alia Bhatt

A circulating video on various social platforms has captured Alia Bhatt's likeness superimposed onto another woman's face, raising concerns about the misuse of artificial intelligence in manipulating digital content. The manipulated footage portrays the woman engaging in various gestures, yet the true identity behind the original footage remains shrouded in mystery. 

These high-profile encounters with deepfake AI have exposed the dangers of digital manipulation and the need for stricter regulations.

India's Response to the Deepfake Menace

The Indian government, led by Union Minister Rajeev Chandrasekhar, is contemplating amendments to the Information Technology (IT) Rules, 2021, with a primary focus on addressing the growing threat of deepfake technology.

During the AI Safety Summit at Bletchley Park, Chandrasekhar revealed the government's intention to amend the existing IT rules within the next seven to eight days. He emphasized the need to define deepfake explicitly, among other aspects, and cited the challenges posed by the misuse of innovative technologies.

The minister conveyed the government's concerns regarding the current rules and the potential consequences of non-compliance. An advisory has been issued, urging compliance, and a clear warning has been issued that amended rules, specifically targeting misinformation and deepfakes, will be enforced if satisfactory compliance is not achieved.

The minister acknowledged the dual nature of innovation, where benefits go hand in hand with challenges and harms. Emphasizing the government's commitment to an open, safe, and accountable internet, Chandrasekhar affirmed their duty to ensure the safety and trust of every Indian online. Rules and laws will be crafted accordingly, with a focus on addressing the specific issue of deep fakes. The IT ministry is considering amendments to explicitly define deepfakes, encompassing any audio, visual, or audio-visual content created, edited, or altered through electronic means that can be perceived as true.

#WATCH | On deepfake issue, Union Minister Rajeev Chandrasekhar says, " We held 2 meetings on this...in today's IT rules, there are 2 provisions of misinformation and deepfakes, it is mandatory to comply with it...we have also issued an advisory...we will notify new IT rules in… pic.twitter.com/C0sG2fhneN

— ANI (@ANI) January 16, 2024

Proposed Amendments

The Ministry of Electronics and Information Technology (MeitY) is contemplating three key amendments to the IT Rules:

1. Defining Deepfakes

MeitY aims to provide a comprehensive definition of deepfakes, covering any content created, edited, or altered through electronic means that can be perceived as true.

2. Obligatory Efforts by Intermediaries

Intermediaries may be obligated to make "reasonable efforts" to prevent the hosting of deepfakes, aligning with the government's advisories on the matter. This move aims to give legal backing to the advisories issued.

3. Expanded Definition of "Grievance"

The ministry is considering expanding the definition of "grievance" under the IT Rules to include complaints related to user-generated content violating specified rules. This would streamline the reporting process, ensuring that all content reported through in-app mechanisms reaches the grievance officer directly.

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