Cricket icon Sachin Tendulkar has expressed concern over a deeply fake video circulating online that falsely shows him endorsing an online gaming app for quick financial gains, the BBC reported.
Expressing his dismay, Tendulkar took to X (formerly Twitter) to condemn the deceptive video and highlight the disturbing misuse of technology.
In the video, Tendulkar is seen falsely praising the gaming app, stating that his daughter uses it a lot. Reacting to the incident, the cricket legend highlighted the prevalence of fake content and the need for social media platforms to address these issues quickly.
“These videos are fake. It is disturbing to see the rampant misuse of technology,” Tendulkar remarked, joining a growing list of Indian celebrities who have fallen victim to deeply fake videos. Actress Rashmika Mandanna had earlier urged vigilance against sharing deepfake material after a doctored video of her gained widespread attention.
Also read: Pak vs NZ: New Zealand take unassailable lead as Finn Allen hits century
Stressing the importance of social media platforms being vigilant and responsive to user complaints, Tendulkar advocated swift action to curb the spread of misinformation and deepfakes. As a prominent figure who endorses various brands, the cricketer emphasized the need for a proactive approach to protect online integrity.
Responding to Tendulkar’s concerns, Rajeev Chandrasekhar, India’s junior minister for information technology, acknowledged the threats posed by deep fakes and misinformation caused by artificial intelligence. Chandrasekhar said India is ready to introduce strict regulations to ensure immediate removal of deeply fake videos by social media platforms, in line with the country’s existing IT rules.
Under these rules, social media platforms are required to prevent users from spreading misinformation. Failure to comply may result in legal action under Indian law. Both Chandrasekhar and federal IT minister Ashwini Vaishnaw have earlier expressed their concern over the impact of deepfakes with plans to implement a comprehensive strategy to combat this evolving threat.
