The Ministry of Electronics and Information Technology has recently issued an advisory to social media companies, emphasizing the importance of following existing rules and regulations. According to sources, the advisory specifically highlights Rule 66D of the Information Technology Act, 2000, which states that cheating through personation using computer resources can result in imprisonment of up to 3 years and a fine of up to Rs 1 lakh.
Furthermore, the advisory draws attention to Rule 3(1)(b)(vii) of the IT Intermediary Rules, which states that social media intermediaries must exercise due diligence in ensuring that users do not host any content that impersonates another person. Additionally, Rule 3(2)(b) mandates that intermediaries must take prompt action, within 24 hours of receiving a complaint, to remove or disable access to any content in the form of impersonation, including artificially morphed images.
This advisory comes in the wake of a controversy surrounding a deep fake video featuring actress Rashmika Mandhha. The actress, reacting strongly to the viral video, expressed her concerns about the misuse of technology and the potential harm it can cause. She emphasized the need for immediate action to address this issue and protect individuals from identity theft.
In the viral video, a woman who bore a striking resemblance to Rashmika was seen entering a lift wearing a black swimsuit. Social media users quickly identified it as a deep fake and confirmed that the woman in the video was actually British actress Zara Patel.
The Ministry’s advisory serves as a reminder to social media companies of their responsibility to uphold user privacy and prevent the spread of misleading or harmful content. It highlights the urgent need to address the growing threat of deep fake videos and protect individuals from the potential consequences of technology misuse.
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