DEFAMATION AND DEEPFAKES IN THE DIGITAL ERA: LEGAL ACCOUNTABILITY, ETHICAL ISSUES AND PUBLIC GENERAL AWARENESS

Abstract

The evolution of online communication has significantly changed the origins and distribution of digital information. The recent advancement in artificial intelligence plays a key role in generating text, images, and videos on digital platforms. The capability of creating highly realistic artificial intelligence-generated content that can be misused by users and result in serious damage to individuals, institutions and organizations. The distribution of deepfake or manipulated content has raised the chances of reputational damage, which requires digital literacy and awareness among the public. The existing legal frameworks primarily deal with the cases of human statements and provide limited guidelines on automated or manipulated content. In the era of artificial intelligence, the usage of chatbots such as large language models has led to many problems including defamation under the Indian Laws. The determination of misleading or malicious words became difficult because these chatbots have completely changed the connectivity between automated systems and the Internet. Even these automated systems can interact with the users which makes it more difficult to find the authenticity of the content. This chapter outlines the instructions and responsibilities for both developers and implementer. In this paper, the legal consideration of artificial intelligence-based defamation in India, technical harm with preventive measures, ethical implications, and developer responsibility are presented, to act as a guide to develop the artificial intelligence content. Legal responsibility and preservation of people's digital information will be achieved through these changes.

DOI - https://doi.org/10.65525/SVUP.9788199328655.2026.57-65