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The Misinformation Combat Alliance (MCA) and Meta are collaborating to launch a dedicated fact-checking helpline on WhatsApp to address deepfakes. It will be available for public use in March 2024.
In a statement, Meta said that the initiative aims to combat the spread of media generated through artificial intelligence, specifically deepfakes, which may deceive the public on matters of public importance.
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How will the MCA-Meta deepfake helpline work?
The helpline, available in English, Hindi, Tamil, and Telugu, will allow users to flag deepfakes and send them to a WhatsApp chatbot.
The MCA will establish a ‘deepfake analysis unit’ to assess and verify content, working with fact-checking organisations, industry partners, and digital labs.
The programme aims to execute a four-pillar strategy, focusing on detection, prevention, reporting, and increasing awareness about the growing prevalence of deepfakes.
It also involves creating a crucial tool that enables citizens to access reliable information, combating the spread of misinformation.
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Commenting on the partnership, Shivnath Thukral, director, public policy India, Meta, “We recognise the concerns around AI-generated misinformation and believe combatting this requires concrete and cooperative measures across the industry. Our collaboration with MCA to launch a WhatsApp helpline dedicated to debunking deepfakes that can materially deceive people is consistent with our pledge under the Tech Accord to Combat Deceptive Use of AI in 2024 Elections.”
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“The Deepfakes Analysis Unit (DAU) will serve as a critical and timely intervention to arrest the spread of AI-enabled disinformation among social media and internet users in India,” said Bharat Gupta, President, Misinformation Combat Alliance.
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