• Source:JND
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AI-generated manipulative content and fake news are major concerns in the age of rapid technical advancements. To raise awareness around such activity, the Misinformation Combat Alliance (MCA) and Meta have announced that they are working on a dedicated fact-checking helpline on the instant messaging application WhatsApp, which will go live for the public in March 2024.

The aim is to curb deepfakes generated using AI tools that may deceive people on varying subjects of public importance. Plus, it will also attempt to let WhatsApp users absorb credible information. According to MCA, the initiative will help partner fact-checkers and research outlets deal with the menace around deepfakes. A WhatsApp user will be able to flag such media to a chatbot that will support multilingual capabilities in English, Hindi, Tamil, and Telugu.

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Plus, the MCA will set up a 'Deepfake Analysis Unit' (DAU) to manage messages they receive on the helpline. "The DAU will serve as a critical and timely intervention to arrest the spread of AI-enabled disinformation among social media and internet users in India. The initiative will see IFCN [International Fact-Checking Network] signatory fact-checkers, journalists, civic tech professionals, research labs and forensic experts come together, with Meta's support," said MCA President Bharat Gupta.

Indian IT Minister Rajeev Chandrasekhar also expressed his views on the new initiative. Here is his X (formerly Twitter) post:

A four-pillar approach of "detection, prevention, reporting and driving awareness" will be implemented to curb misinformation. "Our collaboration with MCA to launch a WhatsApp helpline dedicated to debunking deepfakes that can materially deceive people is consistent with our pledge under the Tech Accord to Combat Deceptive Use of AI in 2024 Elections," said Shivnath Thukral, Director of Public Policy India, Meta.

Also Read: Google Is Upgrading Efforts To Combat Misinformation Ahead Of Parliamentary Elections In EU; AI To Play Key Role

Meta's fact-checking program in India comprises partnerships with 11 independent fact-checking organisations that help users identify, review and verify information and prevent the spread of misinformation. People can also follow dedicated WhatsApp Channels of fact-checking organisations to fact-check information.

Meanwhile, MCA is a cross-industry alliance that brings organisations and entities together to fight misinformation. It has 16 members, including fact-checking organisations, media and civic tech professionals and is inviting strategic partners to further its initiative.