Meta and Misinformation Combat Alliance (MCA) are working on launching a new fact-checking helpline on WhatsApp.
The helpline will assist in combatting misinformation spread by media generated using artificial intelligence (AI) which may deceive people on matters of public importance, commonly known as deepfakes.
In a statement on 19th February, MCA stated that the helpline will be operational in March 2024.
The industry leading initiative will also allow MCA and its associated network of independent fact-checkers and research organizations to address viral misinformation- particularly deepfakes.
“It will allow MCA’s team of independent fact checkers and research organizations to address viral misinformation.”
“People will be able to flag deepfakes by sending it to the WhatsApp chatbot which will offer multilingual support in English and three regional languages,” read part of the statement.
Also Read: Meta Introduces New Feature to Identify AI-Generated Images
MCA & META Partnership to Combat Misinformation
The MCA will set up a central ‘Deepfake Analysis Unit’ or the DAU to manage all inbound messages users receive on the WhatsApp helpline.
“We will work closely with member fact-checking organizations as well as industry partners and digital labs to assess and verify the content and respond to the messages, accordingly, debunking false claims and misinformation,” read the statement.
Furthermore, the focus of the program is to implement a four-pillar approach including detection, prevention, reporting and driving awareness around the escalating spread of deepfakes.
It will further build a critical instrument that allows citizens to access reliable information to fight the spread of such misinformation.
Likewise, this initiative will allow MCA and its associated network of independent fact-checkers and research organizations to address artificial intelligence generated media particularly deepfakes.
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About the Collaboration
Commenting on the partnership, Shivnath Thukral, director, Public Policy India, Meta said that they recognize the concerns around AI-generated misinformation and believe combatting this requires concrete and cooperative measures across the industry.
“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,” Thukral added.
Bharat Gupta, president, Misinformation Combat Alliance said Deepfakes Analysis Unit (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.
“Its formation highlights the collaboration and whole-of-society approach to foster a healthy information ecosystem that the MCA was set up for,” said the president.
Meta also recently announced that it will start detecting and labeling AI generated images on Facebook, Instagram, and threads in a bid to stop misinformation especially during big events like elections.
