Digitally Altered Photo of Rowan Atkinson Circulates on Social Media

Introduction

Rajeev Chandrasekhar, Minister of State at the Ministry of Electronics and Information Technology, has emphasised the need for an open internet. He stated that no platform can deny content creators access to distribute and monetise content and that large technology companies have begun to play a significant role in the digital evolution. Chandrasekhar emphasised that the government does not want the internet or monetisation to be in the purview of just one or two companies and does not want 120 crore Indians on the internet in 2025 to be catered to by big islands on the internet.

The Voice for Open Internet 

India's Minister of State for IT, Rajeev Chandrasekhar, has stated that no technology company or social media platform can deny content creators access to distribute and monetise their content. Speaking at the Digital News Publishers Association Conference in Delhi, Chandrasekhar emphasized that the government does not want the internet or monetization of the internet to be in the hands of just one or two companies. He argued that the government does not like monopoly or duopoly and does not want 120 crore Indians on the Internet in 2025 to be catered to by big islands on the internet.

Chandrasekhar highlighted that large technology companies have begun to exert influence when it comes to the dissemination of content, which has become an area of concern for publishers and content creators. He stated that if any platform finds it necessary to block any content, they need to give reasons or grounds to the creators, stating that the content is violating norms.

As India tries to establish itself as an innovator in the technology sector, a recent corpus of Rs 1 lakh crore was announced by the government in the interim Budget of 2024-25. As big companies continue to tighten their stronghold on the sector, content moderation has become crucial. Under the IT Rules Act, 11 types of categories are unlawful under IT Act and criminal law. Platforms must ensure no user posts content that falls under these categories, take down any such content, and gateway users to either de-platforming or prosecuting. Chandrasekhar believes that the government has to protect the fundamental rights of people and emphasises legislative guardrails to ensure platforms are accountable for the correctness of the content.

Monetizing Content on the Platform

No platform can deny a content creator access to the platform to distribute and monetise it,' Chandrasekhar declared, boldly laying down a gauntlet that defies the prevailing norms. This tenet signals a nascent dawn where creators may envision reaping the rewards borne of their creative endeavours unfettered by platform restrictions.

An increasingly contentious issue that shadows this debate is the moderation of content within the digital realm. In this vast uncharted expanse, the powers that be within these monolithic platforms assume the mantle of vigilance—policing the digital avenues for transgressions against a conscribed code of conduct. Under the stipulations of India's IT Rules Act, for example, platforms are duty-bound to interdict user content that strays into territories encompassing a spectrum of 11 delineated unlawful categories. Violations span the gamut from the infringement of intellectual property rights to the propagation of misinformation—each category necessitating swift and decisive intervention. He raised the alarm against misinformation—a malignant growth fed by the fertile soils of innovation—a phenomenon wherein media reports chillingly suggest that up to half of the information circulating on the internet might be a mere fabrication, a misleading simulacrum of authenticity.

The government's stance, as expounded by Chandrasekhar, pivots on an axis of safeguarding citizens' fundamental rights, compelling digital platforms to shoulder the responsibility of arbiters of truth. 'We are a nation of over 90 crores today, a nation progressing with vigour, yet we find ourselves beset by those who wish us ill,' 

Upcoming Digital India Act

Awaiting upon the horizon, India's proposed Digital India Act (DIA), still in its embryonic stage of pre-consultation deliberation, seeks to sculpt these asymmetries into a more balanced form. Chandrasekhar hinted at the potential inclusion within the DIA of regulatory measures that would sculpt the interactions between platforms and the mosaic of content creators who inhabit them. Although specifics await the crucible of public discourse and the formalities of consultation, indications of a maturing framework are palpable.

Conclusion 

It is essential that the fable of digital transformation reverberates with the voices of individual creators, the very lifeblood propelling the vibrant heartbeat of the internet's culture. These are the voices that must echo at the centre stage of policy deliberations and legislative assembly halls; these are the visions that must guide us, and these are the rights that we must uphold. As we stand upon the precipice of a nascent digital age, the decisions we forge at this moment will cascade into the morrow and define the internet of our future. This internet must eternally stand as a bastion of freedom, of ceaseless innovation and as a realm of boundless opportunity for every soul that ventures into its infinite expanse with responsible use. 

References 

• https://www.financialexpress.com/business/brandwagon-no-platform-can-deny-a-content-creator-access-to-distribute-and-monetise-content-says-mos-it-rajeev-chandrasekhar-3386388/
• https://indianexpress.com/article/india/meta-content-monetisation-social-media-it-rules-rajeev-chandrasekhar-9147334/
• https://www.medianama.com/2024/02/223-rajeev-chandrasekhar-content-creators-publishers/

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The Illusion of Digital Serenity

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In the age of technology, our email accounts have turned into overcrowded spaces, full of newsletters, special offers, and unwanted updates. To most, the presence of an "unsubscribe" link brings a minor feeling of empowerment, a chance to declutter and restore digital serenity. Yet behind this harmless-seeming tool lurks a developing cybersecurity threat. Recent research and expert discussions indicate that the "unsubscribe" button is being used by cybercriminals to carry out phishing campaigns, confirm active email accounts, and distribute malware. This new threat not only undermines individual users but also has wider implications for trust, behaviour, and governance in cyberspace.

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Exploiting User Behaviour

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The main challenge is the manipulation of user behaviour. Cyber thieves have learned to analyse typical user habits, most notably the instinctive process of unsubscribing from spam mail. Taking advantage of this, they now place criminal codes in emails that pose as real subscription programs. These codes may redirect traffic to fake websites that attempt to steal credentials, force the installation of malicious code, or merely count the click as verification that the recipient's email address is valid. Once confirmed, these addresses tend to be resold on the dark web or included in additional spam lists, further elevating the threat of subsequent attacks.

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A Social Engineering Trap

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This type of cyber deception is a prime example of social engineering, where the weakest link in the security chain ends up being the human factor. In the same way, misinformation campaigns take advantage of cognitive biases such as confirmation or familiarity, and these unsubscribe traps exploit user convenience and habits. The bait is so simple, and that is exactly what makes it work. Someone attempting to combat spam may unknowingly walk into a sophisticated cyber threat. Unlike phishing messages impersonating banks or government agencies, which tend to elicit suspicion, spoofed unsubscribe links are integrated into regular digital habits, making them more difficult to recognise and resist.

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Professional Disguise, Malicious Intent

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Technical analysis determines that most of these messages come from suspicious domains or spoofed versions of valid ones, like "@offers-zomato.ru" in place of the authentic "@zomato.com." The appearance of the email looks professional, complete with logos and styling copied from reputable businesses. But behind the HTML styling lies redirection code and obfuscated scripts with a very different agenda. At times, users are redirected to sites that mimic login pages or questionnaire forms, capturing sensitive information under the guise of email preference management.

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Beyond the Inbox: Broader Consequences

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The consequences of this attack go beyond the individual user. The compromise of a personal email account can be used to carry out more extensive spamming campaigns, engage in botnets, or even execute identity theft. Furthermore, the compromised devices may become entry points for ransomware attacks or espionage campaigns, particularly if the individual works within sensitive sectors such as finance, defence, or healthcare. In this context, what appears to be a personal lapse becomes a national security risk. This is why the issue posed by the weaponised unsubscribe button must be considered not just as a cybersecurity risk but also as a policy and public awareness issue.

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Platform Responsibility

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Platform responsibility is yet another important aspect. Email service providers such as Gmail, Outlook, and ProtonMail do have native unsubscribe capabilities, under the List-Unsubscribe header mechanism. These tools enable users to remove themselves from valid mailing lists safely without engaging with the original email content. Yet many users do not know about these safer options and instead resort to in-body unsubscribe links that are easier to find but risky. To that extent, email platforms need to do more not only to enhance backend security but also to steer user actions through simple interfaces, safety messages, and digital hygiene alerts.

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Education as a Defence

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Education plays a central role in mitigation. Just as cyber hygiene campaigns have been launched to teach users not to click on suspicious links or download unknown attachments, similar efforts are needed to highlight the risks associated with casual unsubscribing. Cybersecurity literacy must evolve to match changing threat patterns. Rather than only targeting clearly malicious activity, awareness campaigns should start tackling deceptive tactics that disguise themselves as beneficial, including unsubscribe traps or simulated customer support conversations. Partnerships between public and private institutions might be vital in helping with this by leveraging their resources for mass digital education.

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Practical Safeguards for Users

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Users are advised to always check the sender's domain before clicking any link, avoid unknown promotional emails, and hover over any link to preview its true destination. Rather than clicking "unsubscribe," users can simply mark such emails as spam or junk so that their email providers can automatically filter similar messages in the future. For enhanced security, embracing mechanisms such as mail client sandboxing, two-factor authentication (2FA) support, and alias email addresses for sign-ups can also help create layered defences. 

Policy and Regulatory Implications

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Policy implications are also significant. Governments and data protection regulators must study the increasing misuse of misleading unsubscribe hyperlinks under electronic communication and consent laws. In India, the new Digital Personal Data Protection Act, 2023 (DPDPA), provides a legislative framework to counter such deceptive practices, especially under the principles of legitimate processing and purpose limitation. The law requires that the processing of data should be transparent and fair, a requirement that malicious emails obviously breach. Regulatory agencies like CERT-In can also release periodic notifications warning users against such trends as part of their charter to encourage secure digital practices.

The Trust Deficit

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The vulnerability also relates to broader issues of trust in digital infrastructure. When widely used tools such as an unsubscribe feature become points of exploitation, user trust in digital platforms erodes. Such a trust deficit can lead to generalised distrust of email systems, digital communication, and even legitimate marketing. Restoring and maintaining such trust demands a unified response that includes technical measures, user education, and regulatory action.

Conclusion: Inbox Hygiene with Caution

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The "unsubscribe button trap" is a parable of the modern age. It illustrates how mundane digital interactions, when manipulated, can do great damage not only to individual users but also to the larger ecosystem of online security and trust. As cyber-attacks grow increasingly psychologically advanced and behaviorally focused, our response must similarly become more sophisticated, interdisciplinary, and user-driven. Getting your inbox in order should never involve putting yourself in cyber danger. But as things stand, even that basic task requires caution, context, and clear thinking.

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Introduction

With the rise of AI deepfakes and manipulated media, it has become difficult for the average internet user to know what they can trust online. Synthetic media can have serious consequences, from virally spreading election disinformation or medical misinformation to serious consequences like revenge porn and financial fraud. Recently, a Pune man lost ₹43 lakh when he invested money based on a deepfake video of Infosys founder Narayana Murthy. In another case, that of Babydoll Archi, a woman from Assam had her likeness deepfaked by an ex-boyfriend to create revenge porn.

Image or video manipulation used to leave observable traces. Online sources may advise examining the edges of objects in the image, checking for inconsistent patterns, lighting differences, observing the lip movements of the speaker in a video or counting the number of fingers on a person’s hand. Unfortunately, as the technology improves, such folk advice might not always help users identify synthetic and manipulated media.

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The Coalition for Content Provenance and Authenticity (C2PA)

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One interesting project in the area of trust-building under these circumstances has been the Coalition for Content Provenance and Authenticity (C2PA). Started in 2019 by Adobe and Microsoft, C2PA is a collaboration between major players in AI, social media, journalism, and photography, among others. It set out to create a standard for publishers of digital media to prove the authenticity of digital media and track changes as they occur.

When photos and videos are captured, they generally store metadata like the date and time of capture, the location, the device it was taken on, etc. C2PA developed a standard for sharing and checking the validity of this metadata, and adding additional layers of metadata whenever a new user makes any edits. This creates a digital record of any and all changes made. Additionally, the original media is bundled with this metadata. This makes it easy to verify the source of the image and check if the edits change the meaning or impact of the media. This standard allows different validation software, content publishers and content creation tools to be interoperable in terms of maintaining and displaying proof of authenticity.

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The standard is intended to be used on an opt-in basis and can be likened to a nutrition label for digital media. Importantly, it does not limit the creativity of fledgling photo editors or generative AI enthusiasts; it simply provides consumers with more information about the media they come across.

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Could C2PA be Useful in an Indian Context?

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The World Economic Forum’s Global Risk Report 2024, identifies India as a significant hotspot for misinformation. The recent AI Regulation report by MeitY indicates an interest in tools for watermarking AI-based synthetic content for ease of detecting and tracking harmful outcomes. Perhaps C2PA can be useful in this regard as it takes a holistic approach to tracking media manipulation, even in cases where AI is not the medium.

Currently, 26 India-based organisations like the Times of India or Truefy AI have signed up to the Content Authenticity Initiative (CAI), a community that contributes to the development and adoption of tools and standards like C2PA. However, people are increasingly using social media sites like WhatsApp and Instagram as sources of information, both of which are owned by Meta and have not yet implemented the standard in their products.

India also has low digital literacy rates and low resistance to misinformation. Part of the challenge would be showing people how to read this nutrition label, to empower people to make better decisions online. As such, C2PA is just one part of an online trust-building strategy. It is crucial that education around digital literacy and policy around organisational adoption of the standard are also part of the strategy.

The standard is also not foolproof. Current iterations may still struggle when presented with screenshots of digital media and other non-technical digital manipulation. Linking media to their creator may also put journalists and whistleblowers at risk. Actual use in context will show us more about how to improve future versions of digital provenance tools, though these improvements are not guarantees of a safer internet.

The largest advantage of C2PA adoption would be the democratisation of fact-checking infrastructure. Since media is shared at a significantly faster rate than it can be verified by professionals, putting the verification tools in the hands of people makes the process a lot more scalable. It empowers citizen journalists and leaves a public trail for any media consumer to look into.

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Conclusion

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From basic colour filters to make a scene more engaging, to removing a crowd from a social media post, to editing together videos of a politician to make it sound like they are singing a song, we are so accustomed to seeing the media we consume be altered in some way. The C2PA is just one way to bring transparency to how media is altered. It is not a one-stop solution, but it is a viable starting point for creating a fairer and democratic internet and increasing trust online. While there are risks to its adoption, it is promising to see that organisations across different sectors are collaborating on this project to be more transparent about the media we consume.

References

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• https://c2pa.org/
• https://contentauthenticity.org/
• https://indianexpress.com/article/technology/tech-news-technology/kate-middleton-9-signs-edited-photo-9211799/  
• https://photography.tutsplus.com/articles/fakes-frauds-and-forgeries-how-to-detect-image-manipulation--cms-22230
• https://www.media.mit.edu/projects/detect-fakes/overview/
• https://www.youtube.com/watch?v=qO0WvudbO04&pp=0gcJCbAJAYcqIYzv
• https://www3.weforum.org/docs/WEF_The_Global_Risks_Report_2024.pdf
• https://indianexpress.com/article/technology/tech-news-technology/ai-law-may-not-prescribe-penal-consequences-for-violations-9457780/
• https://thesecretariat.in/article/meity-s-ai-regulation-report-ambitious-but-no-concrete-solutions
• https://www.ndtv.com/lifestyle/assam-what-babydoll-archi-viral-fame-says-about-india-porn-problem-8878689
• https://www.meity.gov.in/static/uploads/2024/02/9f6e99572739a3024c9cdaec53a0a0ef.pdf

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