Bollywood Deepfake Crisis: Unmarked AI Images Go Viral on Instagram

The emergence of deepfake technology has ushered in new challenges for social media platforms, and Instagram appears to be at the center of a growing controversy involving Bollywood actors. Despite Instagram’s policies urging transparency for AI-generated content, the platform is flooded with hyper-realistic deepfakes of Indian celebrities that remain unmarked and misleading to millions of users.

Deepfakes of Bollywood Stars: The Latest Victims

A touching photo recently surfaced on Instagram, allegedly showing Indian actress Deepika Padukone holding her infant daughter. Another image featured Bollywood star Ranveer Singh cradling the baby, both images portraying heartwarming moments of family bonding. However, these viral images—amassing thousands of likes—are deepfakes, absent from the official Instagram accounts of either Padukone or Singh.

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The actors, who recently became parents, have intentionally kept their newborn’s privacy intact, refraining from posting any family photos online. These fabricated photos, however, exploit their personal life and deceive fans into believing in moments that never occurred.

The Deepfake Dilemma on Instagram:

Unmarked deepfake images of Bollywood celebrities have become commonplace on Instagram. Photos of Padukone, Singh, their child, and other actors such as Rashmika Mandanna and Vijay Deverakonda circulate freely on the platform without any indication of being artificially generated.

In one instance, a doctored image of Mandanna and Deverakonda depicted the two posing as a couple, complete with minor distortions in their hands—one of the telltale signs of AI-generated imagery. Mandanna has previously spoken about her distress from being targeted by deepfake creators, calling it an invasion of her privacy and an emotional ordeal.

The Role of Instagram’s Policies in the Spread of Deepfakes:

Instagram’s policies on AI-generated content aim to foster transparency and trust, but the execution appears to fall short. According to Meta, Instagram’s parent company, users are encouraged—but not always required—to label AI-modified content.

“Labelling your AI-generated or AI-modified content on Instagram helps establish transparency and trust. In some cases, it’s required,” the platform states in its Help Centre. However, the policy also clarifies that Meta does not enforce mandatory labelling for creators. Instead, AI-generated content is labelled automatically only if Instagram’s systems detect synthetic elements.

This gap in enforcement has allowed manipulated images to go viral without any labels to alert viewers. For instance, when users search for Deepika Padukone’s name, they are shown doctored images in Instagram’s algorithm-driven feed, blurring the line between authentic and synthetic content.

The Threat to Celebrity Privacy and Public Perception:

The lack of proactive measures against deepfake content poses serious risks to public figures. Bollywood actors, in particular, are frequent targets of AI-driven manipulation, as their images are readily available and highly sought after by fans.

Deepfakes not only exploit their privacy but also mislead audiences, creating narratives that could harm their reputations or cause personal distress. For example, Mandanna, a repeat victim of deepfake attacks, has openly spoken about the emotional toll such incidents have taken on her.

What Can Be Done to Combat Deepfakes?

Meta’s current reliance on AI systems to detect and label manipulated content is insufficient. Social media platforms must adopt stricter measures to combat the proliferation of deepfakes, including:

1. Mandatory Labelling: Require users to explicitly label AI-generated content before posting.
2. Improved Detection: Invest in more robust AI tools to identify and flag deepfake images automatically.
3. Transparency and Education: Educate users on how to recognize deepfakes and understand their implications.
4. Swift Action: Enforce stricter penalties for accounts posting deepfake content without proper labelling, including account suspension or removal.

For individuals, combating deepfakes can feel like an uphill battle. Victims of such content should report the posts immediately and reach out to cybercrime authorities to take further action. As deepfake technology becomes more advanced, raising awareness about its misuse is critical for both users and policymakers.

Conclusion:

Instagram’s deepfake problem highlights the darker side of AI technology, where innovation can be misused to exploit privacy and spread misinformation. Bollywood stars like Deepika Padukone and Rashmika Mandanna have become unwilling participants in this growing crisis, with their images manipulated and distributed without consent.

The time has come for social media platforms to step up and take responsibility for combating deepfake content. By implementing stricter policies, improving detection systems, and fostering user awareness, platforms like Instagram can ensure a safer and more transparent digital environment for everyone.