WATCH: What’s Sachin Tendulkar’s deepfake video about and why is he so upset?

Sachin Tendulkar, expressing his dismay, took to X to denounce deceptive video, unsettling misuse of technology

Cricket - ICC Cricket World Cup - England v India - Edgbaston, Birmingham, Britain - June 30, 2019 Sachin Tendulkar on the pitch before the match. —Reuters
Cricket – ICC Cricket World Cup – England v India – Edgbaston, Birmingham, Britain – June 30, 2019 Sachin Tendulkar on the pitch before the match. —Reuters 

Cricket icon Sachin Tendulkar has raised concerns over a deepfake video circulating online that falsely portrays him endorsing an online gaming app for quick financial gains, BBC reported.

Expressing his dismay, Tendulkar took to X (formerly Twitter) to denounce the deceptive video, emphasising the unsettling misuse of technology.

In the video, Tendulkar is seen falsely praising the gaming app and stating that his daughter frequently uses it. Reacting to the incident, the cricket legend stressed the prevalence of fake content and the need for social media platforms to promptly address such issues.

“These videos are fake. It is disturbing to see rampant misuse of technology,” Tendulkar remarked, joining a growing list of Indian celebrities who have fallen victim to deepfake videos. Actress Rashmika Mandanna had earlier urged vigilance against sharing deepfake material after a manipulated video featuring her gained widespread attention.

Tendulkar emphasised the importance of social media platforms being vigilant and responsive to user complaints, advocating swift action to curb the spread of misinformation and deepfakes. As a prominent figure who endorses various brands, the cricketer highlighted the need for a proactive approach to safeguard online integrity.

Responding to Tendulkar’s concerns, Rajeev Chandrasekhar, India’s junior minister for information technology, acknowledged the threats posed by deepfakes and misinformation driven by artificial intelligence. Chandrasekhar indicated that India is set to introduce stringent regulations to ensure the immediate removal of deepfake videos by social media platforms, aligning with the country’s existing IT rules.

Under these rules, social media platforms are obligated to prevent the dissemination of misinformation by users. Failure to comply may lead to legal action under Indian law. Both Chandrasekhar and federal IT minister Ashwini Vaishnaw have previously voiced their concerns about the impact of deepfakes, with plans to implement a comprehensive strategy to combat this evolving threat.

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