Legendary cricketer Sachin Tendulkar recently fell victim to a deepfake video circulating on social media, promoting the gaming app "Skyward Aviator Quest." In the manipulated video, Tendulkar appears to endorse the app's potential for users to earn money. The deepfake not only replicates his facial features but also mimics his voice, showcasing the concerning misuse of technology.

Tendulkar, however, promptly dismissed the video as fake and expressed his dismay at the rampant misuse of technology. He urged the public to report such videos, ads, and apps in large numbers. The incident highlights the growing threat of misinformation through deepfakes, prompting governments, including India, to take regulatory measures.

The Indian government, concerned about the rise of deepfake content, has been enforcing IT rules to hold platforms accountable for monitoring and removing such misleading content. Union Minister of Electronics and Information Technology, Rajeev Chandrasekhar, echoed these concerns, emphasizing the need for platforms to comply with regulations.

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

As AI-generated fake videos become more prevalent, this incident with Sachin Tendulkar underscores the potential harm posed by deepfakes, not only to public figures like Bollywood actress Rashmika Mandanna, who recently faced a similar situation, but also to general users. The misuse of artificial intelligence in creating deceptive content poses threats to safety, trust, and privacy on social media platforms.

To spot deepfakes, users are advised to look for signs such as weird facial movements, unnatural posture, awkward body proportions, audio that doesn't match lips, strange blurring or distortions, and assess the trustworthiness of the content source. It is crucial for platforms to prioritize the removal of deepfake content to ensure user security and maintain public trust in the digital space.