The Misinformation Combat Alliance (MCA) and Meta have joined forces to introduce a dedicated fact-checking helpline on WhatsApp. This initiative targets the prevention of misleading media, particularly deepfakes, concerning public matters. Set to debut in March 2024, the helpline seeks to offer users access to verified and credible information.
The industry-leading initiative will allow MCA and its associated network of independent fact-checkers and research organisations to address viral misinformation – particularly deepfakes. People will be able to flag deepfakes by sending it to the WhatsApp chatbot which will offer multilingual support in English and three regional languages (Hindi, Tamil, Telugu).
The MCA will set up a central ‘deepfake analysis unit’ to manage all inbound messages they receive on the WhatsApp helpline. They will work closely with member fact-checking organisations as well as industry partners and digital labs to assess and verify the content and respond to the messages accordingly, debunking false claims and misinformation.
The focus of the programme is to implement a four-pillar approach – detection, prevention, reporting, and driving awareness around the escalating spread of deepfakes along with building a critical instrument that allows citizens to access reliable information to fight the spread of such misinformation. With millions of Indians using WhatsApp, the collaboration between Meta and MCA represents a continued effort to empower users with tools to verify information on its service.
“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. As a company that has been at the cutting edge of AI development for more than a decade, we remain committed to work with industry stakeholders to introduce common technical standards for AI detection, transparency solutions and policies, along with empowering people on our platforms with resources and tools that make it simpler for them to identify content that has been generated using AI tools and curb the spread of misinformation,” Shivnath Thukral, director, Public Policy India, Meta, said.
“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. Its formation highlights the collaboration and whole-of-society approach to foster a healthy information ecosystem that the MCA was set up for. The initiative will see IFCN signatory fact-checkers, journalists, civic tech professionals, research labs and forensic experts come together, with Meta’s support. We hope the DAU will become a trusted resource for the public to discern between real and AI generated media and we invite more stakeholders to be a part of the initiative,” Bharat Gupta, president, misinformation combat alliance, said.
Meta’s fact-checking program in India partners with 11 independent organisations to combat misinformation on its platforms. WhatsApp encourages users to verify information through tiplines and dedicated fact-checking channels. Additionally, Meta addresses deceptive synthetic media by investigating fake accounts and manipulated content, implementing AI labeling policies, and pledging to combat deceptive AI content during global elections. Meta is also part of the ‘Tech Accord to Combat Deceptive Use of AI in 2024 Elections,’ committing to deploy technology to counter harmful AI-generated content. The Misinformation Combat Alliance (MCA) unites organisations to combat misinformation, with 16 current members and plans to expand its collaborative efforts.
