MCA, Meta Come Together To Tackle Deepfakes Ahead Of Elections

The Deepfakes Analysis Unit (DAU) Tipline, initiated by the Misinformation Combat Alliance (MCA), will debut on Monday, 25 March 2024, aimed at identifying and addressing AI-generated synthetic media. 

Through their WhatsApp number, individuals from the general public can submit audio recordings and videos for assessment to determine if they are AI-generated or contain AI elements. Support will be provided in English, Hindi, Tamil and Telugu. This launch aligns with Meta's collaborative efforts with industry partners within the fact-checking ecosystem to develop tools that combat the dissemination of AI-generated misinformation.

Pamposh Raina, Head of the DAU, said, “We are thrilled to be launching India’s first tipline to help citizens discern between real and synthetic media. At the DAU, we will specifically address audio and video that could have the potential to mislead people on matters of public importance and could even cause real-world harm. We are working on having a wide set of partners and experts as we head into the elections and beyond.” 

The establishment of the DAU aims to offer the public a reliable tool for distinguishing between authentic and synthetic media. Drawing on the expertise of a diverse network of partners including academicians, researchers, startups, tech platforms and fact-checkers, the DAU will evaluate and verify media content submitted to the tipline. Assessment reports will be promptly provided to users via messaging platforms with additional accessibility through the DAU website and its WhatsApp Channel. These channels will serve as authoritative sources for users seeking verified and accurate information.

Balkrishna, Executive Editor, Fact Checks, The India Today Group, said “Deepfakes not only amplify disinformation, but they also fog people’s ability to judge what’s real and what’s not. The pace of the technology’s evolution makes it difficult even for experts to keep up. This is a new challenge for fact-checkers, and the pool of experts and resources in this field is very limited worldwide. DAU’s formation thus comes as a timely intervention, especially in the biggest global election year. It will ensure that these valuable resources are best used to raise awareness before the damage is done.” 

The DAU has formed alliances with member fact-checking entities alongside industry partners and digital laboratories to aid in the evaluation and authentication of content. Additionally, the DAU extends an invitation for partnerships and collaborations with specialists keen on detecting synthetic media and promoting media literacy to combat misinformation propagated by generative AI. Furthermore, apart from individuals, fact-checkers and media establishments are encouraged to engage with the DAU via the tipline to solicit analyses and evaluations for audio or video material suspected to be synthetic.