A scene from an action using deepfakes (archive)
Monday, April 3, 2023 / 15:55
Britain’s media regulator has asked the media to be more realistic about fake videos known as “deepfake”.
In a note sent to broadcasters by media authority Ofcom on Monday, it advised them to “consider carefully” whether they need to update their compliance procedures to take into account the risks related to fake video content, he said. Deadline email.
Ofcom cited a number of challenges facing broadcasters due to fake videos, citing “misinformation and disinformation”, “deteriorating trust and credibility” and “fairness and privacy”, the latter focusing on how audiences can mistake fake video footage for real people in a “manner”. It could lead to a lack of justice towards them or an unjustified violation of their privacy.”
Despite acknowledging the “obvious benefits for broadcasters” of using fake video technology such as the significant potential to increase audience engagement, the regulator warned networks to be wary of the growing field of “artificial media” that includes fake videos.
ITVX launched Deep Fake Neighbor Wars earlier this year, which used fake videos of the likes of Kim Kardashian, Idris Elba and Greta Thunberg to create comedic segments, while BBC2 used a documentary called I’m an Alcoholic: Inside Recovery where fake videos are nested over contributors to protect their identity.
In the scripted business, fake videos are a crucial part of the story of the hit BBC1 drama The Capture.
Ofcom said it was “sure” the rules within its broadcasting code would protect the public from potential risks, but asked broadcasters to study the matter more carefully. It is likely that streaming services will enter into these rules soon.
A draft media law published last week that could become law later this year, including Netflix and Prime Video, included compliance with the regulator’s harmful material and subtitles law for the first time.
