How to Manage the Threat of Deep-Fake in Public Sector


Hello and welcome to Season 6 and Episode 98 of the Public Sector Marketing Show.

I love the Internet and how it has democratised the voice of citizens, the world of work and media. However, it has some dark sides and the latest negative trend is deep-fake. 

The combination of the Internet, social media, generative AI give those with malicious intentions huge opportunities. And manipulated media is now mainstream and we all need to watch out for it. 

I already mentioned that it’s election year in a previous episode and I predict that deep-fake will be a massive feature this year. 

So let’s dive into the world of deep-fake and how you can protect public sector reputation and communications. 

Column – What is Deep-Fake and Why You Should Care?

Firstly, let me explain what Deep-Fake means.

It is a video of a person in which their face or body has been digitally altered so that they appear to be someone else, typically used maliciously or to spread false information.

So what are the different types of Deep-fakes and how can you spot them? Business Today wrote an article about it. 

1️⃣ Face-swapping deep-fakes

2️⃣ Voice synthesis

3️⃣ Gesture and body movement manipulation

4️⃣ Text-based deep-fakes

5️⃣ Object manipulation

6️⃣ Hybrid deep-fakes

7️⃣ Malicious use cases


Consulting – How to prepare and how to react to deep-fake attacks

Deepfake videos depicting public figures making incendiary comments or behaving inappropriately could also alter election outcomes and damage public trust in governments and public sector agencies. 

But what can be done?

Social media platforms that host this fake content have a huge responsibility. 

They should have AI deepfake detection technology embedded in their systems and tech companies like Microsoft, Google, and Meta have already taken first steps towards achieving this goal.

Governments and legislators have a role.

💠 The European Union has an updated Code of Practice to stop the spread of disinformation through deepfakes.

💠 The US has introduced the Deepfake Task Force Act to assist the Department of Homeland Security (DHS) to counter deepfake technology.

💠 The EU code of practice is the world’s first international legal framework to have big tech companies commit to counter disinformation and deepfakes across their platforms.

💠 The US states of California and Texas have even passed laws to criminalize the publishing and distributing of deepfake videos that may influence an election outcome.

💠 In January 2022, China’s internet watchdog, the Cyberspace Administration of China (CAC), published new guidelines for content providers that modify face and voice data, in an effort to counter the spread of deepfakes online.

So you need to be prepared for an attack, just as you would prepare for a cyber-security attack. 

💠 Set up expansive digital monitoring for names and keywords linked to your agency

💠 Have a fact-checking strategy to combat any deep-fakes

💠 An agile digital team to counteract misinformation 

💠 Large scale public awareness campaign to support after initial crisis comms.

Interview | Muiriosa Ryan 

This week, I interviewed Muiriosa Ryan, Social Media and Digital Marketing Manager at Ireland’s Health Service Executive.

Thank You for Listening!

Thank you for tuning into episode 98.  If you are a regular listener, please rate and review our show.

Don’t forget to get in touch with your questions. I love hearing from my listeners, don’t be a social media stranger. Contact me at @JSTweetsDigital

If you would like to be a guest on the show, please get in touch. Email [email protected].

If you haven’t already, please subscribe to The Public Sector Marketing Show or your preferred podcast platform.

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