Former India captain Sachin Tendulkar on Monday busted a fake video that’s been circulating on the social media that sees him promoting a gaming platform, promising easy money.

The video – using Artificial Intelligence to recreate Tendulkar’s voice for endorsing the platform – shows the 50-year-old narrating how the said platform has helped his daughter, Sara to “earn easy money.”

Responding to the same via his X account, Tendulkar would issue a strongly worded statement, stating that the video was a fake.

These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers.

Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the… pic.twitter.com/4MwXthxSOM

— Sachin Tendulkar (@sachin_rt) January 15, 2024

“These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers,” Tendulkar wrote in response to the same on his X account as caption with the aforementioned video.

“Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and deepfakes,” he added.

Tendulkar, who retired from professional cricket in 2013, commands a big presence on social media and has the third highest cumulative followers count across all platforms after Virat Kohli and MS Dhoni.

Responding to the former Indian skipper’s post, India’s Minister of State for Electronics and Information Technology Rajeev Chandrasekhar added that tighter rules under the Information Technology Act will be shortly notified by the government.

“Thank you Sachin for this tweet. Deep fakes and misinformation powered by AI are a threat to safety and trust of Indian users and represents harm & legal violation that platforms have to prevent and take down. Recent Advisory by Minstry of Electronics and IT requires platforms to comply with this 100%. We will be shortly notifying tighter rules under IT Act to ensure compliance by platforms,” Chandrasekhar tweeted.