Tackling deepfake menace in India requires legal, tech, societal measures, say experts

Deepfakes, which are artificially generated audio or video materials, pose a significant threat to celebrities by enabling misuse of their likeness for various malicious purposes, such as identity theft, defamation, harassment, misinformation, privacy violations, and creation of unauthorised explicit content. — Image by Freepik

NEW DELHI: Tackling the escalating issue of deepfake videos featuring prominent Indian celebrities, including Rashmika Mandanna, Katrina Kaif, Kajol, and Alia Bhatt necessitates a blend of legal, technological, and social strategies, according to experts in the media industry.

Soumen Datta, associate partner at BDO India specialising in digital transformation, emphasises that deepfakes pose multiple threats to celebrities. These include damage to their public image and career prospects, as well as personal distress and a diminished sense of security. Celebrities may become victims of unauthorised explicit content, altered interviews, and a general decline in public trust.