Women Press Freedom condemns exploitation of journalist’s image, demands immediate action from social media platforms

Location: Denmark

Date: April 3, 2024

Women Press Freedom vehemently condemns the exploitation of TV 2 presenter Divya Das’s image through deepfake technology. Das’ situation is part of an alarming trend Women Press Freedom has documented: a disturbing increase in the manipulation of journalists' likenesses to spread misinformation and fraudulent content, severely undermining trust in media and endangering public discourse. The situation appears to be worsening. In just the first quarter of 2024, we documented as many deepfake cases as we did in the entirety of 2023. The misuse of Divya Das's identity for malicious purposes shows the pressing need for strong protections against deepfake technology. Women Press Freedom supports the legal action taken by TV 2. Deepfake technology poses a threat to press freedom by allowing hostile actors to fabricate convincing falsehoods, potentially tarnishing the reputation of journalists and media outlets. Social media platforms must take accountability and safeguard their users from nefarious AI manipulations.

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On April 3, 2024, an investigation by outlets TjekDet and Politiken reported that AI-generated images of TV 2 host Divya Das were being used without permission to promote fake news articles. These articles were tricking people into investing in fake cryptocurrency schemes. The false stories spread mainly on Facebook and Instagram, both owned by Meta.

The expose revealed that Divya Das had been repeatedly targeted by deepfake technology since the beginning of the year. The latest incident involved a fake image showing Das with a black eye or red marks on her face. This manipulated image was accompanied by a false story suggesting domestic abuse, wrongly implicating Das's husband, DR TV host Kim Bildsøe Lassen. The made-up narrative claimed that Lassen had been violent after discovering undisclosed secrets.

In February, Das said scammers were using her image without permission on Instagram to promote fake campaigns. She warned her followers to be careful and not to believe any fabricated stories or scams circulating under her name. These scams falsely claim she's endorsing risky investment schemes, falsely attributed to reputable news portal BT.

Following the revelations, on April 19, 2024, TV 2, DR, and news portal BT collectively addressed Meta through a joint letter, urging the platform to assume accountability for defamatory and harmful content proliferation.

TV 2's managing director, Anne Engdal Stig Christensen, announced the channel was initiating legal action against Meta. TV 2 has filed fraud charges, and media outlet DR is pursuing defamation charges. Law enforcement is investigating the alleged offenses.

So far this year, Women Press Freedom has documented seven cases of AI deepfake technology targeting women journalists. Their images have been manipulated to create pornographic content and shill suspect investments; their voices have been manipulated to spread lies and undermine credible news outlets.

Women Press Freedom denounces attempts to tarnish Divya Das’ reputation through AI-manipulated deepfakes. The misuse of Das's image to spread fake news shows how easily misinformation can be disseminated, eroding trust in media and endangering public discourse. The media outlets’ legal action against Meta suggests a growing recognition of the need for regulatory measures to hold platforms accountable for their role in facilitating the spread of misinformation and protecting journalists from exploitation. 

Women Press Freedom supports Divya Das and outlets TV 2 and BT’s quest for legal recourse against Meta. There's a clear need for robust safeguards against deepfake technology and fraudulent activities online, including measures to verify the authenticity of content and protect individuals' identities from exploitation. We advocate for social media platforms to enact more stringent measures to combat such egregious violations of press freedom and personal dignity.

Women Press Freedom is an initiative by The Coalition For Women In Journalism

The Coalition For Women In Journalism is a global organization of support for women journalists. The CFWIJ pioneered mentorship for mid-career women journalists across several countries around the world and is the first organization to focus on the status of free press for women journalists. We thoroughly document cases of any form of abuse against women in any part of the globe. Our system of individuals and organizations brings together the experience and mentorship necessary to help female career journalists navigate the industry. Our goal is to help develop a strong mechanism where women journalists can work safely and thrive.

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