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Industrials
Deepfakes, a form of AI-generated content, have become a significant concern worldwide due to their potential for misinformation and privacy violations. Recently, tech giants such as Google, Meta, and X have submitted their strategies for tackling deepfakes to the Indian government's Ministry of Electronics and Information Technology (MeitY). This comes after the Delhi High Court ordered the establishment of a committee to address deepfake regulation in India. The committee's focus includes developing legislative frameworks, enhancing deepfake detection technologies, and promoting public awareness about the risks associated with deepfakes.
The issue of deepfakes has been gaining traction in India, with multiple petitions filed at the Delhi High Court, including one by professional model Kanchan Nagar. Nagar's petition calls for stricter regulations to prevent unauthorized use of deepfakes in advertising, emphasizing the need for consent and compensation for the original artists. Another notable petition is from Rajat Sharma, Chairman and Editor-in-Chief of India TV, who highlights the dangers of deepfakes in spreading misinformation and threatening democratic processes.
In response to these concerns, MeitY submitted a comprehensive status report to the Delhi High Court in March 2025. The report acknowledges the risks associated with deepfakes and emphasizes the need for regulatory measures. It outlines the importance of developing forensic tools and implementing a global approach to deepfake regulation, drawing inspiration from international best practices.
During a stakeholder consultation meeting in January 2025, Google, Meta, and X shared their policies and strategies for handling deepfakes:
Google has been proactive in addressing deepfakes since November 2023. It requires creators to disclose AI-generated content and provides mechanisms for users to flag unauthorized deepfake usage of their likeness. Google uses AI detection technologies to remove manipulative content intended to cause harm.
Meta introduced its AI labelling policy in April 2024, which mandates the disclosure of AI-generated media. While Meta is working on protecting celebrity personas, its policies are designed to be technology-neutral, focusing on the nature of the content rather than the specific technique used to generate it.
X emphasizes that not all AI content is deceptive. It advocates for regulations that target malicious intent rather than creative uses of AI. X's policy involves removing content deemed deceptive and harmful.
Here are some key points discussed during the consultation:
Internationally, countries like China have introduced laws requiring disclosure of deepfakes in media. The European Union has proposed fines for non-compliance under its Digital Services Act. In the United States, several bills aim to regulate deepfakes, including the DEEP FAKES Accountability Act, which seeks to require disclosure and prevent harmful distribution.
As deepfakes continue to pose significant challenges across the globe, the collaboration between tech giants and governments is crucial in developing effective regulatory frameworks. The future of deepfake regulation will likely involve a mix of technological innovation, legal enforcement, and public awareness campaigns. With tech giants like Google, Meta, and X actively engaging in these efforts, there is potential for meaningful progress in shielding society from the negative impacts of deepfakes.
