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Sachin Tendulkar (Source: Twitter)
Following Sachin Tendulkar's public condemnation of a gaming website for utilizing deepfake technology to feature his face and voice in promoting their brand, an FIR (first information report) has been lodged against the website and its Facebook page. In the altered video, the former India player was portrayed discussing how he and his daughter made money by playing a specific online game. Despite the FIR, the individuals behind the gaming site and its associated Facebook page remain unidentified.
The FIR was initiated by Mumbai's West Region cyber police following a complaint filed by Sachin Tendulkar's assistant, Ramesh Pardhe. The complaint outlined that a manipulated version of an old YouTube video featuring Tendulkar had been employed to endorse the game "Skyward Aviator Quest." Upon encountering the deepfake video, Tendulkar took to Twitter to highlight the concerning misuse of technology, alerting his fans about the falsified nature of the video.
“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 spread of misinformation and deepfakes,” Tendulkar tweeted recently.
Watch the concerning video;
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.
— Sachin Tendulkar (@sachin_rt) January 15, 2024
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
Mumbai Police registered a case under Section 500 of the IPC
The legal action has been taken under Section 500 of the IPC and Section 66 of the IT Act, both about defamation. Notably, this marks the second complaint filed by Pardhe on behalf of Tendulkar in recent months. In May 2023, a website exploited the likeness and identity of the 50-year-old to market herbal products.
Additionally, Union IT Minister Ashwini Vaishnaw has recently addressed the issuance of notices to various social media companies, directing them to actively eliminate any instances of misinformation from their platforms. These issues need to be identified and [ported as these scams are increasing daily across the country.