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.

Sachin Tendulkar Clears air about a Deepfake video

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.

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.

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.

MeitY reminds people of the laws after Sachin Tendulkar Deepfake incident

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.