MCA and Meta team up to combat AI-generated misinformation with WhatsApp helpline in crackdown on deepfakes

The Misinformation Combat Alliance (MCA) and Meta have revealed plans to launch a specialized fact-checking hotline on WhatsApp in March 2024. This service is designed to help the public identify and combat deepfakes and misleading AI-generated content.

The pledge to crack down on deep fakes comes at a time when the world’s largest democracy is gearing up for general elections. The Lok Sabha elections will be held in April-May this year.

“The Misinformation Combat Alliance (MCA) and Meta are working to launch a dedicated fact-checking helpline on WhatsApp in an effort to combat artificial intelligence (AI)-generated media that may mislead people about matters of public importance, commonly known as deepfakes, and help people connect with verified and credible information,” according to the release. .

It added that the phone will be available to the public in March 2024.

MCA is a cross-industry coalition that brings together companies, organizations, institutions, industry associations and communities to collectively fight misinformation and its effects. It currently has 16 members, including fact-checking organizations, media and citizen technology.

The MCA-Meta collaboration enables MCA and its associated network of independent fact-checkers and research organizations to address virus-induced misinformation – especially deep fakes.

People can report deep fakes by sending them to the WhatsApp chatbot, which offers multilingual support in English and three regional languages (Hindi, Tamil, Telugu).

The MCA is setting up a central “deepfake analysis unit” to manage all incoming messages it receives on the WhatsApp helpline.

They work closely with member fact-checking organizations and industry partners and digital labs to review and verify content and respond to messages accordingly to debunk false claims and misinformation.

According to the release, the program is based on a four-pillar approach – detection, prevention, reporting and raising awareness of the acceleration of the spread of deep fakes, as well as building a critical tool for citizens to obtain reliable information to prevent the spread of such misinformation. .

With millions of Indian users on WhatsApp, the partnership between Meta and MCA marks an ongoing effort to provide users with tools to verify information on their service.

Commenting on the partnership, Shivnath Thukral, Director, Public Policy India, Meta, said, “We understand the concerns about misinformation generated by AI and believe that tackling this requires concrete and collaborative efforts across the industry.”

The collaboration with MCA to launch a WhatsApp helpline dedicated to uncovering deep fakes of those defrauding people materially is in line with Meta’s pledge with the Tech Accord to Combat Deceptive Use of AI in 2024 Elections.

“As a company that has been at the forefront of AI development for more than a decade, we remain committed to working with industry stakeholders to implement common technical standards for AI detection, transparency solutions and practices, and to empower people with resources and tools that make it easier to identify AI-powered content and curb the spread of misinformation “, he said.

Bharat Gupta, President, Misinformation Combat Alliance, said the Deepfakes Analysis Unit (DAU) is a critical and timely measure to stop the spread of AI-powered disinformation among social media and internet users in India.

“Its formation highlights the collaboration and whole-of-society approach to fostering a healthy information ecosystem, for which the MCA was established. The initiative brings together IFCN signatory fact-checkers, journalists, citizen technology professionals, research labs and forensic experts. , with the support of Meta,” Gupta said.

He hoped that DAU would become a trusted resource for the public to distinguish between real and AI-generated media, and invited more stakeholders to join the initiative.

Meta’s fact-checking program in India includes partnerships with 11 independent fact-checking organizations that help users identify, verify, verify information and prevent the spread of misinformation on its platforms.

WhatsApp encourages users to verify information that sounds suspicious or inaccurate by submitting it to WhatsApp tips. People can also follow dedicated fact-checking organizations on WhatsApp channels for verified, accurate and timely updates. In addition to the fact-checking program, WhatsApp handles misinformation by limiting forwards and actively limiting virality on the platform.

In this context, it is also appropriate to mention that the government had a tough discussion with social media platforms about the “deepfake” issue, when there was a fear of weaponizing technology to create familiar content and harmful narratives.

The center has asked platforms to act decisively on deepfakes and adapt their terms of service and community guidelines in line with IT rules and current laws. The government made it clear that non-compliance will be dealt with strictly and that there will be legal consequences.