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“We are truly fucked.” That was Motherboard’s spot-on reaction to deep fake sex videos (realistic-looking videos that swap a person’s face into sex scenes actually involving other people). And that sleazy application is just the tip of the iceberg. As Julian Sanchez tweeted, “The prospect of any Internet rando being able to swap anyone’s face into porn is incredibly creepy. But my first thought is that we have not even scratched the surface of how bad ‘fake news’ is going to get.” Indeed. Recent events amply demonstrate that false claims—even preposterous ones—can be peddled with unprecedented success today thanks to a combination of social media ubiquity and virality, cognitive biases, filter bubbles, and group polarization. The resulting harms are significant for individuals, businesses, and democracy. Belated recognition of the problem has spurred a variety of efforts to address this most recent illustration of truth decay, and at first blush there seems to be reason for optimism. Alas, the problem may soon take a significant turn for the worse thanks to deep fakes. Get used to hearing that phrase. It refers to digital manipulation of sound, images, or video to impersonate someone or make it appear that a person did something—and to do so in a manner that is increasingly realistic, to the point that the unaided observer cannot detect the fake. Think of it as a destructive variation of the Turing test: imitation designed to mislead and deceive rather than to emulate and iterate.

Fueled by artificial intelligence, digital impersonation is on the rise. Machine-learning algorithms (often neural networks) combined with facial-mapping software enable the cheap and easy fabrication of content that hijacks one’s identity—voice, face, body. Deep fake technology inserts individuals’ faces into videos without their permission. The result is “believable videos of people doing and saying things they never did.” Not surprisingly, this concept has been quickly leveraged to sleazy ends. The latest craze is fake sex videos featuring celebrities like Gal Gadot and Emma Watson. Although the sex scenes look realistic, they are not consensual cyber porn. Conscripting individuals (more often women) into fake porn undermines their agency, reduces them to sexual objects, engenders feeling of embarrassment and shame, and inflicts reputational harm that can devastate careers (especially for everyday people). Regrettably, cyber stalkers are sure to use fake sex videos to torment victims. What comes next? We can expect to see deep fakes used in other abusive, individually-targeted ways, such as undermining a rival’s relationship with fake evidence of an affair or an enemy’s career with fake evidence of a racist comment.

Chief among the groups seeking to clamp down on independent media has been Google, the massive technology company with deep connections to the U.S. intelligence community, as well as to U.S. government and business elites.

Since 2015, Google has worked to become the Internet’s “Ministry of Truth,” first through its creation of the First Draft Coalition and more recently via major changes made to its search engine that curtail public access to new sites independent of the corporate media.

Google has now stepped up its war on free speech and the freedom of the press through its popular subsidiary, YouTube. On Tuesday, YouTube announced online that it is set to begin censoring content deemed “controversial,” even if that content does not break any laws or violate YouTube’s user agreement. Misleadingly dubbed as an effort “to fight terror content online,” the new program will flag content for review through a mix of machine algorithms and “human review,” guided by standards set up by “expert NGOs and institutions” that are part of YouTube’s “Trusted Flagger” program. YouTube stated that such organizations “bring expert knowledge of complex issues like hate speech, radicalization, and terrorism.” One of the leading institutions directing the course of the Trusted Flagger program is the Anti-Defamation League (ADL). The ADL was initially founded to “stop the defamation of the Jewish people and to secure justice and fair treatment to all” but has gained a reputation over the years for labeling any critic of Israel’s government as an “anti-Semite.” For instance, characterizing Israeli policies towards the Palestinians as “racist” or “apartheid-like” is considered “hate speech” by the ADL, as is accusing Israel of war crimes or attempted ethnic cleansing. The ADL has even described explicitly Jewish organizations who are critical of Israel’s government as being “anti-Semitic.”