To prevent AI generated deepfake content from being spread on social media platforms, the Misinformation Combat Alliance (MCA) has announced the formation of a Deepfake Analysis Unit (DAU) in India in collaboration with Meta. The aim of this unit is to stop fake AI generated content on social media platforms WhatsApp, Facebook, Instagram and Threads. MCA and Meta will release helpline numbers for this in India on 25th March i.e. Holi.
WhatsApp tipline will be issued
Any user or public will be able to forward AI generated content such as video or audio etc. coming on social media platforms through this helpline number. For this, this helpline number of Meta +91-9999025044 has been issued. On this WhatsApp tipline of Meta, users will be able to forward deepfake content in Hindi, English, Tamil and Telugu.
According to the IANS report, DAU’s India head Pamposh Raina issued a statement saying that AI generated audio and video content will be specifically investigated in DAU. The content which will be generated specifically through AI to mislead people, we will examine considering it to be of public importance.
New weapon for fact checking ecosystem
The fact checking ecosystem will get a new weapon through this tipline number, which will be launched in partnership with Meta and MCA. For this, cooperation of fact checking agencies and industry partners as well as digital laps should be taken, so that every content can be verified.
Let us tell you that all the social media platforms have created MCA by forming a cross-industry partnership, whose job is to stop rumors being spread on social media platforms. Currently, MCA has a total of 16 members, which include social media platforms as well as fact checking institutions, media outlets and civic tech organizations etc.
There has been an uproar over Deepfake.
There was a lot of uproar recently regarding AI generated deepfake videos. Deepfake videos of Bollywood actor Rashmika Mandhana to Sara Tendulkar, cricketer Sachin Tendulkar and Virat Kohli have gone viral on social media platforms. After this, the government had asked social media platforms to make a policy to prevent such deepfake content from spreading on their platforms. Recently, social media platforms like Google, Meta, X had announced to come together to stop deepfakes.