“Bas do photo upload karo” (“Just upload two photos”), reads an ad on YouTube for the generative AI deepfake content creation tool, AI Catch. The next visuals show a woman clinging to and kissing a man on a rainy road. The app’s core feature is generating deepfake videos, such as two people kissing, immediately after users upload photos of anyone.
Beyond its ability to generate non-consensual sexual imagery, it also highlights how AI tools have removed barriers and made the creation of deepfake content alarmingly easy. It further underscores the lack of specific guidelines from the Ministry of Electronics and Information Technology (MeitY) for app stores that host and enable the generation of deepfake content.
Why is this a violation of Google Play Store’s Policies?
Despite the guidelines, the Google Play Store hosts several applications that enable the creation of deepfake content, including videos of two people kissing intimately. Some of the screenshots are shown below.
[Image Source: MediaNama]
[Image Source: MediaNama]
According to Google Play’s AI-Generated Content policy, the following are examples of prohibited AI-generated content:
- Non-consensual deepfake sexual material
- Generative AI meant for sexual gratification
- Content used for bullying or harassment
- Content promoting harmful or dangerous behaviour
- Voice or video used to enable scams
- Demonstrably false election-related material
- AI-generated official documents enabling dishonesty
- Malicious code or malware generation
As per Google Play’s Inappropriate Content policies, sexual content is described as follows:
Sexual Content and Profanity
According to Google Play’s policies, apps may not contain or promote sexual content or profanity, including pornography or material meant for sexual gratification. Apps also may not promote or solicit sexual acts for compensation. The policy prohibits content linked to sexually predatory behaviour and any non-consensual sexual material. Limited nudity is allowed only when it is primarily “educational, documentary, scientific, or artistic, and not gratuitous.”
For catalogue-based apps, Google Play allows books or videos with sexual content only if:
- Such titles make up a minor part of the overall catalogue.
- The app does not actively promote them, although they may appear in recommendations or broad promotions.
- The app does not distribute content involving child endangerment, pornographic, or other illegal sexual material.
- The app restricts minors from accessing sexual content.
If content violates Google Play’s policy but is considered appropriate in a particular region, the app may be offered there but will remain unavailable elsewhere.
Additionally, apps that relate to the following categories, including those that enable the…
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