Sachin Tendulkar criticises deepfake video promoting gaming app

Indian cricket icon Sachin Tendulkar has voiced his disapproval of a deepfake video in which he appears to endorse an online gaming application. In the video, he can be seen praising the app as a quick means to earn money. Tendulkar expressed his concerns about these fabricated videos, stating, “These videos are counterfeit. It is distressing to witness the widespread misuse of technology,” in a post shared on X (formerly Twitter).

Tendulkar joins the growing list of Indian celebrities who have spoken out against the proliferation of deepfake videos. A few months ago, actress Rashmika Mandanna implored individuals not to disseminate such content following the viral circulation of a deepfake video featuring her. This video, which superimposed Mandanna’s visage onto an Instagram video originally posted by a British-Indian woman, sparked a nationwide discussion in India regarding the nefarious applications of technology.

The actress, describing the incident as “extremely alarming,” encouraged young girls to come forward if they had similar experiences. Numerous other Indian actresses, including Alia Bhatt, Kajol, and Katrina Kaif, have also been victims of deepfake video manipulations.

In Tendulkar’s instance, the video also featured him stating that his daughter frequently utilizes the gaming app. “Social media platforms should maintain vigilance and promptly address complaints. Timely intervention from their side is essential to curbing the dissemination of false information and deepfakes,” emphasized the renowned cricketer.

Tendulkar, who retired in 2013 and is cherished as one of India’s most beloved cricketers, is associated with numerous prominent brands.

Responding to Tendulkar’s statement, Rajeev Chandrasekhar, India’s junior minister for information technology (IT), expressed concerns about the peril deepfakes and AI-fueled misinformation posed to internet users’ safety. He additionally disclosed that India would soon introduce stringent regulations to ensure social media platforms promptly remove deepfake videos.

Under India’s IT regulations, social media platforms are mandated to guarantee that “no misinformation is disseminated by any user.” Failure to comply with these regulations could result in legal actions being taken against these platforms under Indian law.