AI Deepfake: Central Government Issues Advisory To Social Media Companies (image: pixabay)

The Union Ministry of Electronics and Information Technology (MeitY) has reportedly released an advisory to social media companies in connection with the deepfake technology issue. The ministry asked all the social media platforms to remove or deny access to deepfake content generated through artificial intelligence within 24 hours of receiving the complaint.

The central government made this move a day after the deepfake video of actress Rashmika Mandanna went viral on social media. ANI reported that the advisory issued by the Centre has reiterated existing legal provisions that social media platforms strictly need to follow. The advisory highlights Section 66D of the Information Technology Act, 2000. Section 66D involves punishment for cheating by personation by using computer resources. It will lead to imprisonment for up to three years and a fine of up to Rs 1 lakh.

Centre also mentioned Rule 3(2)(b) of the Information Technology Rules in its advisory. Under this, all social media platforms, including Instagram and Facebook, should take measures to remove the content in the nature of impersonation within 24 hours of receiving a complaint. Artificially morphed images of an individual should also be removed from platforms within 24 hours. The advisory says that social media intermediaries shall observe due diligence, including ensuring the rules and regulations, privacy policy, or user agreement.

Several Bollywood celebrities, including Amitabh Bachchan, earlier conveyed their support for Rashmika Mandanna in this matter and also highlighted the need for new legal and regulatory measures to combat deepfake content. Union Minister Rajeev Chandrasekhar stated that the central government is committed to ensuring digital safety for all internet users. Rajeev Chandrasekhar also added that strict action will be taken against platforms and creators if they do not follow the rule.