Sachin Tendulkar Falls Prey to Deepfake Video, Urges Action Against Misinformation

Cricket legend Sachin Tendulkar has become the latest victim of deepfake videos, with a digitally altered clip circulating on social media featuring him endorsing the gaming app “Skyward Aviator Quest.” The video falsely claims that Tendulkar’s daughter, Sara, is benefiting financially from the app. Tendulkar took to social media to denounce the misuse of technology and urged vigilance against the spread of misinformation.

In a post on X, Tendulkar clarified, “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.”

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

Deepfakes, synthetic media created using AI, manipulate both visual and audio elements. The term gained prominence in 2017, and since then, the technology has evolved, posing a potential threat to individuals, companies, and governments.

Union IT Minister Ashwini Vaishnaw revealed that notices were issued to social media companies, directing them to identify and remove disinformation. He highlighted the importance of social media platforms taking aggressive action against deepfakes, noting that the “Safe Harbour” Clause doesn’t apply if they fail to address the issue.

The case of Tendulkar is not isolated, with similar incidents involving public figures like actors Katrina Kaif, Alia Bhatt, and Priyanka Chopra. Governments are now working on strategies to combat the malicious use of deepfake technology.