Google to take steps to curb deep fakes

By: Pune Pulse

November 30, 2023

Pune: Google is in the process of formulating a policy aimed at providing creators with guidance on the appropriate utilization of ‘synthetic’ or deepfake content, as well as strategies to mitigate its potential misuse. This policy will serve as a regulatory framework for the implementation of AI-generated content on various platforms, including YouTube.

As per the company’s statement, the policy primarily emphasizes creator disclosures when modifying reality. Additionally, it requires the labelling of electoral advertisements created by GenAI, among other measures. Moreover, it enables creators to add watermarks to their content using Google’s tools.

As per the information provided, to address deepfakes or synthetic content in video descriptions, they intend to include disclaimers on YouTube. Furthermore, in more delicate situations, they plan to incorporate these disclaimers within the videos themselves.

Furthermore, YouTube is presently in the process of formulating a policy that will necessitate content creators to openly acknowledge the utilization of synthetic media and techniques that alter reality, along with the potential repercussions of failing to comply. While divulging specific information regarding the punitive measures, Mitra did mention that accounts have already been suspended and content has been eliminated in accordance with YouTube’s current compliance guidelines.

The proliferation of deepfake videos showcasing prominent figures like Prime Minister Narendra Modi and actress Katrina Kaif on different social media platforms has raised significant apprehension regarding artificial content. Consequently, on November 23, Ashwini Vaishnaw, the Union Minister of Information Technology, convened a meeting with industry leaders, including Google, to deliberate on the enforcement of regulations that aim to tackle the issue of AI-generated deceptive content.

The Centre has initiated efforts to draft regulations on deepfake technology as well. It anticipates that industry stakeholders will propose effective measures to combat its misuse by the end of the week. Vaishnaw mentioned that these regulations could be incorporated into existing rules or a new law could be enacted solely for addressing deepfake content.

As per the information received, although the term ‘deepfake’ is frequently associated with negativity, AI-generated synthetic content can also bring about positive outcomes by empowering creators to advertise their businesses on social media platforms. Hence, the implementation of content watermarking by Google will have a pivotal role in differentiating between advantageous and detrimental synthetic content, facilitating the appropriate regulation of each category.

It has been indicated by industry stakeholders that Google and Meta, the parent company of Facebook, are expected to take on a leading role in the upcoming deepfake regulation in India. The main goal of this regulation will be to identify and locate the creators of harmful deepfake content, which presents a significant challenge. In accordance with this, Google has already implemented a global policy that requires advertisers to transparently disclose deepfakes in electoral content. The issue of misinformation and AI-generated content has been a topic of intense discussion for technology companies like Google and Meta over the past five decades.