Cricket Legend Sachin Tendulkar Addresses Deepfake Misuse in Urgent Plea for Vigilance

In a concerning turn of events, cricket icon Sachin Tendulkar has become the latest victim of deepfake technology, as a video circulating on various social media platforms falsely portrays him endorsing the gaming app “Skyward Aviator Quest.” The digitally altered video not only features Tendulkar seemingly advocating for the app but also makes misleading claims about financial benefits for his daughter, Sara. Tendulkar took to social media to denounce the misuse of technology, urging the public to report such instances in large numbers.

In a tweet posted on January 15, 2024, Tendulkar stated, “These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers.” The cricket legend emphasized the need for social media platforms to be vigilant and responsive to complaints, highlighting the crucial role they play in curbing the spread of misinformation and deepfakes. Deepfakes, a form of synthetic media created using artificial intelligence, manipulate both visual and audio elements with sophisticated algorithms.

The term gained prominence in 2017, and since then, the technology has evolved into a potential weapon for cybercriminals to disrupt and damage the reputation of individuals, companies, or even governments. The rapid spread of information on social media platforms amplifies the potential harm caused by deepfakes, as witnessed in similar instances involving public figures like actors Katrina Kaif, Alia Bhatt, and Priyanka Chopra. Governments are now prompted to devise strategies to combat the malicious use of this technology.

Sachin Tendulkar’s case serves as a stark reminder of the urgent need for proactive measures against the misuse of technology, particularly deepfakes. With public figures increasingly falling prey to these manipulations, Tendulkar’s plea for social media platforms to take swift action in response to complaints underscores the gravity of the situation. As the threat of deepfakes continues to loom large, it becomes imperative for authorities, tech companies, and the public to collaborate in combating this evolving menace.

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