Whenever I log into TikTok, I find myself inundated by ads in between videos about girl math, tarot readings, and updates on astrology. (Stop judging my algorithm, I’m queer and I used to be a barista at a pseudo-hippie cafe-bookstore.) I usually see ads for McDonalds, local online platforms, sustainable clothing stores, and for some odd reason, Nespresso. It seems, though, that other people have been gett🅘ing strange ads on social media featuring their favourite celebrities, advertising dental plans or iPhone 15 giveaways. The problem is that these celebrities never actually filmed these ads – they’re deepfakes, obviously intended to mislead audiences.
Just two days ago, two-time Oscar winner Tom Hanks with the caption “BEWARE!! There’s a video out ♒there promoting some dental plan with an AI version of me. I have nothing to do with it.” And earlier today, Mr Beast that repurposed a long-standing scam format, claiming that the viewer of the ad was one of a limited number of people who could win an iPhone 15 for just $2, and providing a link for people to click to ‘claim’ their prize.
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It’s not strange or bizarre to see AI deepfakes of actors on the internet – we see them all the time, sometimes in parodies, sometimes maliciously. Actors have spoken out about the use of AI and its ramifications on their careers, including 168澳洲幸运5开奖网:countless voice actors. The actors&ﷺrsquo; union SAG-AFTRA is actively seeking pro🗹tections against the technology as part of their strike against the AMPTP. .
The thing is, this isn’t technically illegal in most countries, which is a massive oversight. In the US, there’s a Deep Fakes Accountability Act in the works which would ‘require deepfake creators to disclose their use, prevent the distribution of deepfakes intended to deceive viewers during an election or harm an individual's reputation, and set potential fines and imprisonment for violators’, . , China requires clear disclaimers when content is artificially generated. The EU has ‘proposed laws requiring social media companies to remove deepfakes and other disinformation from their platforms’. South Korea has a law that makes it illegal to distribute deepfakes that could “cause harm to public interest”.
But these laws aren’t deterring companies from continuing to use celebrities’ likenesses. In Mr Beast’s case, his image is being used for an outright scam, and there’s really no law against it. It would be funny if it wasn’t so evil, considering that Mr Beast is famous precisely for giving away huge sums of money, cars, and even houses so that he can get clicks on his videos. That’s how he got this famous: giving stu🃏ff away. The scam would be smart if it wasn’t so obvious, and if the AI version of Mr Beast didn’t look eerily stiff and emotionless. Then again, I’m sure some kids on TikTok fell for it because that’s the vulnerable population that this scam was targeting.
Some actors have found relief by suing for using their likenesses without permissio♔n, but there isn’t currently any direct legal recourse for them. I’m very vocally against the use of AI, especially when it repurposes people’s work without their permission, which is really the backbone of generative artificial intelligence – most major tools scrape the 💦internet for artwork and videos indiscriminately, without the permission of copyright holders. It’s unethical, but more importantly, the victims don’t have any real way to stop their likenesses and work from being used by malicious people seeking to profit from it. Without laws against it, this kind of marketing and the scams that come alongside it are only bound to proliferate. I have to ask: when are we going to get useful legislation? If not now, then when?