Section Article

Regulating Deepfakes and Synthetic Media: Legal Challenges and the Right to Reputation in the Digital Age
Author(s): Ms. Aashi Dixit

Abstract
In recent years the emergence of deepfakes and synthetic media has introduced a powerful and disruptive force in the digital landscape. These technologies powered by increasingly sophisticated algorithms enable the creation of hyper-realistic yet entirely fabricated audio video and visual content that is nearly indistinguishable from authentic material. While they offer potential benefits in fields such as entertainment education and accessibility their rapid and largely unregulated proliferation has raised profound legal and ethical concerns. Deepfakes have been misused to spread disinformation impersonate public figures manipulate political narratives and exploit individuals through non-consensual and sexually explicit content thereby threatening privacy dignity and the right to reputation. The legal systems of most countries including India are grappling with the challenge of addressing these harms within existing frameworks that were not designed to deal with such advanced technological manipulation. The absence of specific legislation tailored to the nature and impact of synthetic media has exposed critical gaps in regulation and enforcement. This paper seeks to examine the intersection of deepfake technology and legal principles governing privacy freedom of expression and protection of reputation. It aims to explore how domestic and international legal systems are responding to this evolving threat and what legislative or policy innovations are needed to ensure accountability without unduly restricting legitimate expression. Through doctrinal analysis comparative legal review and an examination of emerging jurisprudence the paper highlights the urgent need for a balanced and forward-looking regulatory approach. It argues for a framework that safeguards individual rights imposes clear obligations on technology platforms and promotes ethical standards in content creation and dissemination. In doing so the research contributes to the broader discourse on the role of law in confronting technological risks while preserving democratic values and human dignity in the digital age.