INDIA, Nov 7, (Agencies): A viral deepfake video purportedly featuring actress Rashmika Mandanna has raised significant concerns, prompting the Indian Ministry of Electronics and Information Technology to issue a warning to social media companies. The video, created using Artificial Intelligence, has alarmed both the public and authorities.

The ministry's advisory serves as a reminder of existing regulations, such as Section 66D of the Information Technology Act, 2000. This section prescribes penalties, including imprisonment for up to three years and a fine of up to Rs100,000 for cheating by personation using computer resources.

The advisory also references the IT Intermediary Rules, emphasizing the responsibility of social media intermediaries to uphold due diligence. It mandates that intermediaries ensure their rules, regulations, privacy policies, or user agreements explicitly instruct users not to host any content that impersonates another person. Furthermore, intermediaries must act promptly in addressing complaints related to impersonation, including deepfake content, by removing or disabling access to such content within 24 hours of receiving a complaint.

The government's advisory follows the circulation of a viral video that initially appeared to depict Rashmika entering an elevator. Subsequently, it was revealed that the video featured British-Indian influencer Zara Patel and had been manipulated using deepfake technology.

Rashmika Mandanna expressed her strong reaction to the video on her Instagram Story. She conveyed her concern, describing the deepfake video as "extremely scary" and highlighting the misuse of technology. She stressed the importance of addressing such issues as a community to protect individuals from identity theft and harm caused by deepfake content.

This incident sheds light on the growing challenges posed by deepfake technology and its potential consequences for individuals, particularly those in the public eye, and the urgent need for vigilance and regulation in the digital sphere.