Track And Remove Deepfake Content Or Stay Ready For Legal Action, Govt Warns Social Media Firms

And amid the recent deepfake of Bollywood celebrity Akshay Kumar, the government has underlined that social media companies must identify and remove any such content, including deepfakes, that misrepresent an individual.

In the fake video, a replica of Kumar is visible promoting a game app. However, the actor has not indulged in any such advertising of such nature, according to IANS. While responding to a question in Rajya Sabha, IT Minister Rajeev Chandrasekhar said that misinformation and deepfakes are harms that are a result of AI.

“The IT Rules, 2021 cast specific legal obligations on intermediaries, including social media intermediaries and platforms, to ensure their accountability towards safe and trusted Internet including their expeditious action towards removal of the prohibited misinformation, patently false information and deepfakes,” Chandrasekhar said.

Deepfake content has been a major concern after the exponential rise of AI across the world. (Image:Unsplash)

If these social media companies fail to oblige the obligations of the IT Rules 2021, “they lose their safe harbour protection under section 79 of the IT Act and shall be liable for consequential action or prosecution as provided under any law for the time being in force including the IT Act and the Indian Penal Code, including section 469 of the IPC”.

In the past, AI deepfake content of celebrities such as Rashmika Mandanna, Katrina Kaif, Kajol and cricketer Sachin Tendulkar went viral on the internet in India. The minister also added that these intermediaries must allow users, victims or people on their behalf to report the violation that concerns the rules in an easy and accessible manner and via in-app reporting measures.