DEEPFAKES

IS WOMEN’s PRIVACY AT RISK

By Maliha Fatema Zakir

Deepfakes have been around since 2017. Deepfake AI is a type of artificial intelligence used to create
convincing images, audio and video hoaxes. The term describes both the technology and the
resulting bogus content, and is a portmanteau of deep learning and fake.

Deepfakes often transform existing source content where one person is swapped for another. They
also create entirely original content where someone is represented doing or saying something they
didn't do or say. Fast forward to 2023, deepfake tech, with the help of AI tools, allows semi and
unskilled individuals to create fake content with morphed audio-visual clips and images. A.I.
software, which can easily be purchased online, can create videos in a matter of minutes and
subscriptions start at just a few dollars a month.

Researchers have observed a 230% increase in deepfake usage by cybercriminals and scammers, and
have predicted the technology would replace phishing in a couple of years. The amount of deepfake
content online is growing at a rapid rate. At the beginning of 2019 there were 7,964 deepfake videos
online, according to a report from startup Deep trace; just nine months later, that figure had jumped
to 14,678. It has no doubt continued to balloon since then.

Deepfakes also have the power to make people believe they have seen something that never actually
happened, due to the highly realistic nature of the technology. This could ultimately cause them to
misremember an untrue scenario as fact. Here are a few examples of how deepfakes can contribute
to the Mandela Effect and the dangers that come with them: Creating fake news stories, swaying
political opinion, driving propaganda campaigns, altering historical footage, manipulating social
media content, fabricating scientific evidence, creating false alibis. Apart from photo and video
morphing deepfakes have also been used to potentially incite political violence, sabotage elections,
unsettle diplomatic relations, and spread misinformation. This technology can also be used to
humiliate and blackmail people or attack organisations by presenting false evidence against leaders
and public figures.

Deepfakes have now become a gender issue as women are facing more dangers from it. It has put
threat to women’s privacy on the social media.
Just recently, a deepfake video featuring Indian actor Rashmika Mandana surfaced, adding to the list
of celebrities who have fallen victim to such manipulated content.On Monday, the deepfake video
went viral on X, formerly Twitter, and multiple other social media platforms. In the video, her face
had been spliced on top of a British-Indian woman, Zara Patel’s body. Other influential and non-
influential women have also felt threat from the upcoming technology now.

Mandanna tweeted, ”I feel really hurt to share this and have to talk about the deepfake video of me
being spread online. Something like this is honestly, extremely scary not only for me, but also for
each one of us who today is vulnerable to so much harm because of how technology is being
misused. Today, as a woman and as an actor, I am thankful for my family, friends and well wishers
who are my protection and support system. But if this happened to me when I was in school or
college, I genuinely can’t imagine how could I ever tackle this. We need to address this as a
community and with urgency before more of us are affected by such identity theft.”

Morphed photos and videos of women, especially famous women, being circulated online aren’t a
new phenomenon. They have existed since the advent of the internet. With AI-based tools, what has
changed is the ease, speed and finesse with which a layperson can make realistic deepfakes which
both look and sound genuine.

Deepfakes are fast becoming a problem and are used by threat actors to spread misinformation
online. However, there are laws which can be invoked to deter threat actors from creating deep fake
videos. India’s IT Rules, 2021 require that all content reported to be fake or produced using deep fake
be taken down by intermediary platforms within 36 hours.Since the deepfake videos of Rashmika
Mandanna went viral, the Indian IT ministry has also issued notices to social media platforms stating
that impersonating online was illegal under Section 66D of the Information Technology Act of 2000.
The IT Rules, 2021, also prohibit hosting any content that impersonates another person and requires
social media firms to take down artificially morphed images when alerted.

It's worth noting that deepfake technology is becoming increasingly sophisticated, making it more
challenging to detect fake content. This underscores the importance of developing better detection
methods and using AI ethically. As technology continues to advance, it is essential to stay vigilant and
cautious when consuming media.

How to spot deepfakes:

To identify deepfake videos, pay attention to visual and audio inconsistencies, along with other
telltale signs:

Facial expressions and anomalies: Look for unnatural facial expressions, mismatched lip-sync, or
irregular blinking.

Audio discrepancies: Listen carefully for shifts in tone, pitch, or unnatural speech patterns when in
doubt about a video's authenticity.

Surroundings: Examine the video for visual distortions, blurring, or inconsistent lighting. Consider
whether the person in the video could realistically be in that setting.

Context and content: Analyse whether the behaviour or statements in the video align with the
individual's known characteristics. For example, a video featuring a public figure like Barack Obama
using certain language about someone like Donald Trump would be highly suspicious.

Verify the source: Confirm the credibility of the media by checking its source. Is it coming from a
reliable and reputable source, or is it being posted by a random YouTuber or a social media account?
Such accounts may raise suspicions.

According to the cyber security expert, the government should amend existing laws to specifically
address the unique challenges posed by deepfakes. The government should support the
development of more sophisticated detection tools that can be used by authorities and the public.
The People Onscreen Are Fake, The Disinformation Is Real. With few laws to manage the spread of
the technology, disinformation experts have long warned that deepfake videos could further sever
people’s ability to discern reality from forgeries online.

As Danielle Citron, a professor of law at Boston University, puts it: “Deepfake technology is being
weaponised against women.”

In terms of psychological impact, such an act causes fear amongst women and this kind of online
violence de platforms women from online spaces. By targeting women in this manner, not only does
have an impact on mental health in terms of emotional and psychological stress, it can also have
economic impact and cause women to lose their jobs because of perceived reputational harm.

Deepfakes can be weaponised for character assassination and to tarnish reputations. By convincingly
superimposing an individual’s face onto fabricated situations, malicious actors can craft misleading
narratives that may damage personal and professional relationships. Women in positions of influence
or public life are especially susceptible to such attacks, as the repercussions extend beyond personal
trauma to societal consequences.

As we navigate the ever-evolving landscape of technology, the protection of women’s privacy must
remain a top priority. Deepfake technology, if left unchecked, has the potential to inflict irreparable
damage on the lives of countless women. It is our collective responsibility to advocate for change,
demand legislative action, and work towards creating a digital environment where privacy is
respected, and the dignity of individuals, especially women, is upheld. Only through concerted
efforts can we hope to preserve the sanctity of privacy in the face of this formidable technological
challenge.

Addressing the impact of deepfake technology on women’s privacy requires a multi-faceted

approach:

Legislation and Regulation: Governments and legal bodies must work collaboratively to enact and
enforce stringent laws specifically targeting deepfake creation and distribution. These laws should
carry severe penalties for offenders, serving as a deterrent against the malicious use of this
technology.

Technology Countermeasures: Investing in technology to detect and combat deepfakes is crucial.

Advancements in AI-driven tools for deepfake detection can help social media platforms, websites,
and law enforcement agencies identify and remove such content promptly.

Media Literacy Programs: Educating the public, especially women, about the existence and potential
risks of deepfake technology is paramount. Media literacy programs can empower individuals to
recognise and report fake content, reducing the spread of harmful narratives.

Digital Platforms’ Responsibility: Social media and content-sharing platforms must take proactive
measures to detect and remove deepfake content swiftly. Implementing robust content moderation
policies and investing in AI technologies to identify and block such material are vital steps in
protecting users.

AI must complement and augment human endeavour, not replace it. We need to combine checks
and balances that inhibit or prevent inappropriate use of technology while creating the right
infrastructure and connections between different experts to ensure we develop technology that
helps society thrive.