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Incident 2024-001

Deepfake of Sachin Tendulkar used to advertise a gaming app

What happened

In January 2024 a video shared on Facebook appeared to show Sachin Tendulkar promoting an online gaming app and saying his daughter had made money from it. The clip and the voice had been digitally manipulated.

Tendulkar posted the video himself on 15 January, said it was fake and asked people to report such videos, ads and apps.

When
January 2024
Where
Online
Sector
Online platforms and media
System
Synthetic mediaA manipulated clip with an imitation of his voice, shared on Facebook.
How AI was involved
Used deliberately to cause harm
Harm
Reputational, public interest
Who was affected
The cricketer, and viewers shown a false endorsement
Based on
An official statement
Record
Added 01.10.2026

What followed

Mumbai Police registered a case against a gaming site and a Facebook page on a complaint from his office, under the defamation section of the penal code and the IT Act. The minister of state for IT said deepfakes were a threat to the safety and trust of Indian users, and the government promised tighter rules.

Sources

  1. Govt promises tighter norms after Sachin Tendulkar flags deepfake video

    The Tribune,

  2. FIR against gaming site, FB page as Tendulkar raises concerns over his deepfake video

    The Tribune (PTI),

Something wrong or missing?

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