A legal notice has been sent to the Advertising Standards Council of India (ASCI), highlighting the urgent need for regulatory intervention to curb the misuse of deepfake and artificial intelligence technology in advertising to code-switch and protect the personal rights of models. The notice highlights the responsibility of regulators to maintain ethical standards and protect individuals’ privacy rights in the digital age. In a legal notice, the Kanchan Nagar model highlights the importance of taking proactive steps to control the exploit of bogus content and AI-generated content. She highlighted the risk of significant harm if not addressed in time, and stressed the importance of protecting individuals’ privacy and maintaining the authenticity of their identity in an age where digital change and synthetic media dominate.
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The complaint highlighted the widespread problem of infringement of personal rights due to the misuse of deepfake technology and artificial intelligence (AI) in commercial advertising. It also highlights the immediate need for laws to protect people’s privacy and prevent the unauthorized exploit of their image for business purposes.
The complaint explains how Nagar, a professional model, came to know that her facial features were being used in an advertisement for a leading travel agency, Yatra Online Confined, without her consent. The ad, which appeared in a national newspaper, closely resembled Nagar’s appearance, raising concerns about the unauthorized exploit of her likeness in AI-generated materials.Deepfake technology and artificial intelligence have transformed the digital landscape, providing extraordinary opportunities to create artificial media with incredible realism. However, the misuse of these technologies carries significant risks, particularly in the areas of privacy and individual rights. A media statement said Nagar’s case highlights how bogus content and AI-generated content can mislead viewers and violate the fundamental rights of individuals. The complaint highlights the need for regulators such as the Advertising Standards Council of India (ASCI) to tackle the growing risks posed by deepfake technologies and artificial intelligence in advertising. Calls for legislation to prevent the unauthorized exploit of people’s likenesses and to ensure transparency and accountability in commercial advertising practices. The complaint serves as a warning to stakeholders from various sectors to attach importance to ethical standards and respect the rights of individuals when producing advertising and media content. They emphasize the need for cooperation between regulators, technology providers and industry stakeholders to reduce the risks associated with deepfake technology and artificial intelligence.
Nagar requests legal action for violating her personal rights. Her complaint is a call for greater vigilance and responsibility in the exploit of novel technologies in advertising and media production.
In response, the ASCI director said that the matter had also been referred to the government authorities and was therefore beyond ASCI’s purview.
