TikTok Bans Deepfakes of Nonpublic Figures and Fake Endorsements in Latest Rule Refresh

With the increasing popularity of AI deepfakes on the platform, TikTok has recently refreshed its content moderation policies to protect user privacy and fight misinformation. While most of the video app's moderation policies, or "Community Guidelines," remain unchanged, the rules now include expanded restrictions on sharing AI deepfakes and fake endorsements.

AI deepfakes have become more sophisticated and prevalent on the platform, thanks to the widespread availability of AI voice cloning tools that make it easy to mimic someone's voice. These technologies have led to the creation of new content subgenres, often featuring public figures in unexpected scenarios.

New Restrictions on Deepfakes and Fake Endorsements

TikTok's updated guidelines emphasize that all realistic AI-generated and edited content must be "clearly disclosed" as such, either in the video caption or via an overlaid sticker. Furthermore, TikTok will not allow any synthetic media featuring the likeness of real private figures or public figures endorsing products or violating the platform's other policies.

TikTok defines Public figures as individuals aged 18 or older with a significant public role, such as government officials, politicians, business leaders, or celebrities.

The updated rules on deepfakes aim to address the potential harm caused by this technology. Some AI-generated content has been harmful, with deepfakes showing public figures making transphobic or homophobic statements or falsely endorsing products. TikTok's ban on deepfake endorsements seems to be a response to such content, which has also spread on platforms like Twitter and Instagram.

Navigating Political Pressure

TikTok's policy update comes at a time of increasing political pressure for ByteDance, the app's parent company. Western governments have expressed concerns over the app's collection of private data and its potential influence on public opinion. While TikTok does not directly address these threats in its updated policies, the company states that it aims to provide "much more transparency about our rules and how we enforce them."

To further clarify its stance, TikTok is publishing a list of eight "Community Principles" that will guide its enforcement decisions.

Does TikTok Really Foster a Safe Environment?

The ban on deepfakes of nonpublic figures and fake endorsements is part of TikTok's effort to offer greater transparency about its guidelines and enforcement actions. By taking a proactive approach to address these issues, the platform is working to maintain a safe and secure environment that fosters authentic expression and creativity.

Having said that, the irony of TikTok's primary principles of "prevent harm" and "enable free expression" isn't lost upon us, especially considering the fact that it is the by-product of a regime that actively stifles free expression and how social media itself is known to cause great societal harm.

Via: The Verge