‘Deepfake’ video of Facebook CEO raises red flags for PR, news outlets

The social media platform is keeping a phony Mark Zuckerberg ‘world domination’ video up on Instagram without marking it as fake, deepening concerns about such media manipulations.

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Facebook is moving cautiously when it comes to removing fake videos—a new wrinkle that threatens to worsen the brand’s reputation for authenticity and accurate news.

It also raises concerns about how such manipulations could be used to damage personal and corporate brands.

The latest video, a creation by an artist exhibiting a gallery show about fake video technology, was uploaded to Instagram and immediately garnered scrutiny for its content: Mark Zuckerberg appears to credit a shadowy organization called Spectre with teaching him how to dominate the world. (Spectre is the sinister organization in the James Bond books and films.)


Facebook says it will follow company procedure to evaluate whether the video violated its rules.

The BBC reported:

The account involved had labelled the video with a #deepfake hashtag.

The Instagram post has now been viewed more than 25,000 times. Copies have also been shared via Facebook itself.

“We will treat this content the same way we treat all misinformation on Instagram,” said a spokesman for the app’s parent company Facebook.

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