In recent days, the proliferation of deepfake videos on social media has raised significant concerns, prompting the Indian government to take decisive action. The issue gained prominence after a video featuring a popular actress went viral, igniting extensive discussions and debates on the potential misuse of such content.
In response to this growing problem, the Central government has issued comprehensive guidelines to social media companies to address the identification and removal of misleading and deepfake videos.
Identifying Deepfake Videos:
The government has mandated that social media companies must promptly and diligently identify misleading and deepfake videos. The Ministry of Electronics and Information Technology has emphasized the necessity of taking swift action within the specified time frame, as per the Information Technology (Intermediary Guidelines) Rules of 2021.
Prompt Removal Within 36 Hours:
The guidelines stipulate that content falling into this category must be removed within 36 hours of being posted. Social media companies are also reminded that failure to adhere to these regulations, as outlined in the Information Technology Act and its associated rules, may result in legal action under Rule 7 of the Information Technology (Intermediary Guidelines) Rules of 2021. This non-compliance could also lead to the forfeiture of protections provided under Section 79(1) of the Information Technology Act.
Key Guidelines Issued:
The guidelines issued to social media companies include the following key points:
1. Vigilance and Identification: Companies are urged to exercise appropriate caution and implement measures to identify false information and deepfake content, particularly content that violates established rules, regulations, and user agreements.
2. Timely Action: Swift action should be taken within the specified time frame as prescribed by the IT Rules of 2021.
3. User Responsibility: Users are explicitly instructed not to host or promote any misleading or deepfake content.
4. Reporting Mechanism: Any such content reported by users should be promptly removed within 36 hours.
5. Compliance and Accountability: Social media intermediaries are reminded that failure to operate in accordance with the relevant provisions of the Information Technology Act and Rules may result in punitive action under Rule 7 of the IT Rules of 2021. Such non-compliance could also expose the organization to the loss of protections under Section 79(1) of the Information Technology Act of 2000.
Union Minister of State Rajeev Chandrasekhar said, “Safety and trust of our Digital Nagriks is our unwavering commitment and on top priority. Given the significant challenges posed by misinformation and deepfakes, the Ministry of Electronics and Information Technology (MEITY) has issued a second advisory within the last six months, calling upon online platforms to take decisive actions against the spread of deepfakes.”
The government’s proactive stance in addressing the deepfake issue underscores the importance of combatting misinformation and safeguarding the integrity of content shared on social media platforms. These measures aim to protect both the public and the digital ecosystem from the potential harm caused by misleading and deepfake content.