The Misinformation Combat Alliance (MCA) has introduced a Deepfakes Analysis Unit (DAU) in collaboration with Meta to tackle the issue of fake information produced by Deepfake technology ahead of the Lok Sabha elections. MCA stands to detect and respond to AI-generated synthetic media, starting from March 25.
As India gears up for its upcoming general elections, the focus on election integrity has intensified, especially in combating deepfakes and AI-generated deceptions. Scheduled to commence on April 19 and span seven phases, with results announced on June 4, the elections have prompted significant efforts in this regard.
In this significant move, the Deepfakes Analysis Unit (DAU) of the Misinformation Combat Alliance (MCA) has partnered with Meta to launch a WhatsApp tipline aimed at detecting deepfakes.
How to check the authenticity of news with DUA?
This initiative allows members of the public to forward audio notes and videos to +91 9999025044 on WhatsApp for assessments of their authenticity, particularly regarding AI manipulation. The tipline offers support in English, Hindi, Tamil, and Telugu, catering to diverse linguistic needs.
The MCA, through the DAU, spearheads a cross-industry alliance comprising various stakeholders, including fact-checking organizations, media outlets, and civic tech entities, totalling 16 members. The alliance aims to collectively tackle misinformation and its detrimental effects, inviting strategic partnerships to enhance its impact.
Pamposh Raina, Head of the DAU, expressed enthusiasm about the launch and said, “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.”
Users will receive assessment reports in reply to their messages, providing them with prompt feedback on the authenticity of the content they submit. These reports will not only be accessible on the official website of the Deepfakes Analysis Unit (DAU) but also through its newly launched WhatsApp Channel, established as a reliable platform for accessing verified and precise information, as stated in the release.
The DAU’s collaborative network comprises member fact-checking organizations, industry partners, and digital labs, all contributing to the evaluation and verification of submitted content.
Furthermore, the DAU is actively seeking partnerships and collaborations with experts interested in synthetic media detection and promoting media literacy to combat the dissemination of misinformation facilitated by generative AI technology.
