NLA new publication from Ofcom is examining the impact of synthetic media, known within mainstream media as deepfake content.
Synthetic media, or Deepfakes, refers to media generated by AI tools that replicate a person’s image or voice. At SWGfL, we have seen the increasing prevalence of this content, particularly through the Revenge Porn Helpline, which is continuing to support adults impacted by synthetic sexual media created to cause harm and distress.
Today's discussion paper from Ofcom builds on Deepfake Defences, a paper that highlighted the risks posed by generative AI, different forms of synthetic media, and measures that can be taken to respond to this content.
Deepfake Defences 2 delves deeper into attribution measures, including the use of watermarking tools, metadata schemes, AI labels, and context annotations. As Ofcom highlights, these tools can help online users better understand whether digital content is authentic or misleading.
Why are Discussion Papers Important?
Papers like these shine a light on emerging harms and encourage best practices across the tech industry. Ofcom’s insights are particularly valuable for shaping policy, especially as certain types of content are now subject to regulation under the Online Safety Act.
The impact of synthetic media is far-reaching. It’s used in scams, manipulated videos, and increasingly as a means of abuse. Synthetic sexual media can be devastating to individuals, and while steps have been taken to improve protections, more work is needed. Research from Ofcom serves as a timely reminder as to why we need greater protection.
Support from the SWGfL Synthetic Media Hub
There are many forms of synthetic media, and both Ofcom papers highlight the complexity of the issue. It’s also important to recognise that synthetic media can have positive applications.
The SWGfL Synthetic Media Hub explores all aspects of this: positives, negatives, support for schools, parents, and carers. Our dedicated resource also provides expert support to adults impacted by synthetic sexual media with guidance and access to vital support services. To learn more, please visit our website.
Ofcom Research
As part of its second paper on deepfakes, Ofcom has published several key documents:
- The Attribution Toolkit
- The AI Qualitative Research Report
- The AI Labels Technical Report
- Survey Data on user understanding of AI labels
Explore the latest insights from the Ofcom website to find out more.
The harmful use of AI technology continues to pose significant risks to online users, particularly within the adult online harm space. We remain committed to calling for stronger protections and supporting those affected.
