Cricket legend Sachin Tendulkar recently disclosed on social media platform X (formerly Twitter) that a deepfake video promoting a mobile application, falsely featuring him, has been circulating widely. Expressing concern, Tendulkar emphasized the disturbing trend of technology misuse, urging individuals to report such instances in large numbers.

In a post on X, Tendulkar declared, “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. Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and deepfakes.”

The Deceptive Video: Misrepresentation of Sachin Tendulkar

The deceptive video showcased Tendulkar endorsing an app named “Skyward Aviator Quest” and claiming that his daughter, Sara Tendulkar, earns a substantial income by playing on this application. While the video portrays Tendulkar casually promoting the app, a closer inspection reveals its fraudulent nature.

Widespread Deepfake Menace: Beyond Tendulkar

Sachin Tendulkar joins a growing list of celebrities impacted by the proliferation of deepfake videos on social media. Bollywood luminaries such as Rashmika Mandanna, Alia Bhatt, and Priyanka Chopra have voiced their concerns as fake videos featuring them circulated widely on various platforms.

Political figures have also been targeted, especially during elections, raising serious concerns about the potential disruption to law and order posed by deepfake technology. Prime Minister Narendra Modi and other leaders have expressed apprehensions about the misuse of deepfakes and their potential consequences.

The Growing Threat of Deepfake Technology

As technology evolves, the ease with which deepfake videos can be generated poses a significant challenge. The distinction between real and deepfake content is currently discernible, but experts caution that the lines are rapidly blurring. Governments are increasingly vigilant about the potential misuse of artificial intelligence and the profound impact it could have on public perception and discourse.

In the face of this evolving threat, Tendulkar’s call for collective action against deepfake content underscores the need for heightened vigilance and proactive measures to curb the spread of misinformation through manipulated videos.

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