'Disturbing to see...': Sachin Tendulkar becomes latest victim of deepfakes | WATCH

Cricket legend Sachin Tendulkar has become the latest victim of a deepfake video scam. A fabricated video is being circulated on social media platforms which showcases Tendulkar endorsing a gaming app 'Skyward Aviator Quest.' Not only does it falsely promote the app, but it also makes misleading claims about Tendulkar's daughter, Sara, benefiting financially from it.

Taking to social media, Tendulkar addressed the issue, urging users to be careful and report fake videos, advertisements, and apps.

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.

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

— Sachin Tendulkar (@sachin_rt) January 15, 2024

Tendulkar said, "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." 

He added, "Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and deepfakes."

What are Deepfakes?

Deepfakes are synthetic media generated with the help of AI which can manipulate both audio and visuals with alarming accuracy. The technology was initially introduced in 2017 and has advanced rapidly, raising concerns about its potential misuse for spreading misinformation, damaging reputations, and even manipulating public opinion.

How govt is tackling the issue of Deepfakes?

Recognising the growing threat, Union IT Minister Ashwini Vaishnaw recently notified social media companies to implement stricter measures for identifying and removing disinformation from their platforms. 

"Deepfake is a big issue for all of us. We recently issued notices to all the big social media forms, asking them to take steps to identify deepfakes, for removing those content. The social media platforms have responded. They are taking action. We have told them to be more aggressive in this work," he said. "Also, we must notice that the 'Safe Harbour' Clause that most of the social media platforms have been enjoying, doesn't apply if the platforms do not take adequate steps to remove the deepfakes from their platforms," he added.  

Tendulkar's case adds to a growing list of celebrities targeted by deepfakes, including actresses Katrina Kaif, Alia Bhatt, and Priyanka Chopra. As governments and tech giants wrestle with the challenges of deepfakes, increased awareness and responsible online behavior remain crucial.