A deepfake video featuring cricket icon Sachin Tendulkar endorsing a questionable gaming app Skyward Aviator Quest has recently surfaced on social media. Using his social media platform, the Cricket maestro claimed that the video was fabricated. The video falsely claims that Tendulkar’s daughter, Sara, is profiting from the app, raising concerns about the misuse of technology.
Tendulkar’s Response
In response to this alarming incident, Sachin Tendulkar has taken to social media to address the issue directly. He has emphasised the importance of vigilance in the face of such technological misuse and urged swift action to curb the spread of misinformation. Denouncing the fake videos, Tendulkar has called on the public to report such instances in large numbers.
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.
— Sachin Tendulkar (@sachin_rt) January 15, 2024
Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the… pic.twitter.com/4MwXthxSOM
Expressing his concern over the rampant misuse of technology, Tendulkar’s incident serves as a reminder of the potential harm caused by deepfake videos. This incident yet again highlights the need for heightened awareness and collective action to combat the dissemination of false information through manipulated content.
Celebrities Vulnerable to Deepfake Scams
This isn’t the first time a celebrity has fallen victim to deepfake scams. Recently, actress Rashmika Mandanna faced a similar issue when a manipulated video featuring a lookalike circulated online, sparking discussions on digital safety. It was later revealed that the person in the video was British actress Zara Patel. Many other Bollywood and Hollywood celebrities have fallen prey to these unfortunate practices.
I feel really hurt to share this and have to talk about the deepfake video of me being spread online.
— Rashmika Mandanna (@iamRashmika) November 6, 2023
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.…
MeitY’s Advisory
To address the growing threat of deepfake technology, the Ministry of Electronics and Information Technology (MeitY) released an official advisory in December 2023. The advisory urged all intermediaries to comply with existing IT rules and specifically highlighted concerns about the spread of misinformation through AI, particularly emphasising the threat posed by deepfakes.
According to Rajeev Chandrasekhar, the Minister of State for Information Technology, there is no separate regulation for deepfakes, as existing regulations already cover them under Rule 3(1)(b)(v) of IT Rules, 2021. The government is now seeking 100% enforcement by platforms, urging them to be more proactive, align terms of use, and educate users about the potential risks associated with deepfake technology.
The deepfake scandal involving Sachin Tendulkar underscores the urgent need for comprehensive measures to combat the misuse of technology and the spread of misinformation. With repeated situations coming to light, it is clear that addressing the challenges posed by deepfakes requires a concerted effort from both the public and private sectors. Increased awareness, proactive measures by online platforms, and regulatory enforcement are crucial in safeguarding individuals and maintaining digital integrity.
