Italy’s Antitrust Action Against Meta: What the WhatsApp AI Chatbot Order Means for Competition Law

Introduction

Taj Hotels Group is well known for its luxurious ambience and old-world grace and charm, blended with contemporary comforts and amenities for its guests or customers. But what can make all the netizens perplexed is the recent data breach incident which took place in Tata-owned Taj hotels. The hotel suffer from a data breach that compromises nearly 1.5 million customers' data which includes addresses, membership IDs, mobile numbers and other personally identifiable information, according to sources. This news was brought to light which raised concerns about the privacy and data protection of personal data of individuals. We are living in a space influenced by advanced technology and digital communication which throws a concern or challenge to secure the personal information of individuals. 

Unveiling the incident 

Tata-owned Taj Hotels group has suffered a data breach that compromise information of over 1.5 million customers, according to a news report. A bad actor or entity going by the name “Dnacookies” claimed data set contains data from the 2014-2020 period and has not been disclosed anywhere till now. Such personal data includes name, address, customer ID, mobile number and other personally identifiable information. This shows the risks or challenges of data protection and security. The incidents raise an alarm about the risks and vulnerabilities that might be faced even by the big corporate giants. The bad actor with the handle “Dnacookies” also demanded a ransom of a sum of about Rs 4.16 lakh from the Taj hotel group. In response to the incident, a spokesperson from the concerned hotel group said that we have been made aware of someone claiming possession of a limited data customer data set, which is non-sensitive in nature. Investigation is underway and relevant authorities have been notified about the incident.

‍A demand for ransom

The report from CNBC-TV18 clears that the bad actor not only purloined the data but also demanded around 4.16 lakh as a ransom for the database.  Along with this, the bad actor kept three conditions ahead. Firstly there has to be a middleman for a negotiable deal secondly the data cannot be split either the entire data has to be taken with the ransom demand or no data at all. Thirdly additional samples of data will not be provided. Further, the spokesperson of Indian Hotel Company Limited mentioned that they have been escalated with the fact that someone is claiming authority in a limited data set. The bad actor claimed that the database contains information from 2014- 2020 which has been kept confidential till now. The audacity of the bad actor went to such an extent that the sample containing one thousand rows of unique entries from the bad actor dataset was also provided by the bad actor as proof of the deed. This incident underlines the growing threat in cyberspace and the urgency for individuals, organizations or entities to priorities data security measures and maintain cyber resilience.

Personal Data on Stake

Such data is the personal information of the individuals and also constitutes the personal tastes and preferences of individuals which can be exploited. The biggest gush of winds the hotel and individuals face by such a data breach is not only the volume of data compromised but also the potential ways it can get misused and exploited against the hotel or its customers by cyber crooks. This paves the way for cybercriminals to put forward any demand knowing the sensitivity of the data. Followed by creating a dilemmatic situation for the affected entities to either accept the ransom demands or to stand against ransom. Since the risks are high, going ahead with any of these situations can have an adverse impact on the security of personal data. The organisation or entities holding the personal data need to make sure that data under their realm is well protected and secured.

While the organisation has to sail through the aftermath of this breach, such incidents also pose a challenge for the organisation to maintain the trust and reputation of the organization since these incidents question the cyber security posture of the organisation. It is suggested to be transparent with its stakeholders, and open about the vulnerabilities and steps taken against this. They should also discuss the amplified step added for safeguarding their customer's personal data. Since Taj is well known for its out-of-the-box luxury and for providing comfort to its customers it should take a step ahead to reinforce its digital infrastructure to ensure the security of data.

Digital Personal Data Protection Act, 2023

The newly enacted Digital Personal Data Act, 2023 put certain obligations on data fiduciaries to take reasonable measures to maintain the security of personal data. The Act also requires to inform about the data breach to the data protection board constituted under the Act. The Act aims to protect the individual's digital personal data. The Act casts certain obligations on data principals and data fiduciaries. The Act provides penalty upto 250 crores in case of a data breach. The Act aims to provide consent-based data collection techniques. The Act also establishes the Data Protection Board to ensure compliance with the provisions of the Act and address grievances. 

Conclusion

Data breach in such a big giant in the market serves as an alarming concern to be more cautious and proactively take precautionary measures to protect the security of data and compliance with data protection laws and regulations. We are living in an era where digital security is as important as the basic fundamental rights of an individual. Taj Hotels Group has actively taken steps to handle the aftermath of the data breach by informing the incident to law enforcement agencies and taking necessary steps.  It is also on our part to be more aware, and vigilant about our personal data. Entities need to ensure compliance and measures to protect personal data and overall ensure a true cyber-safe & digital environment.

References

https://www.moneycontrol.com/news/technology/taj-hotels-suffers-data-breach-exposes-information-of-1-5-million-customers-11801161.html

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Introduction

Google’s search engine is widely known for its ability to tailor its search results based on user activity, enhancing the relevance of search outcomes. Recently, Google introduced the ‘Try Without Personalisation’ feature. This feature allows users to view results independent of their prior activity. This change marks a significant shift in platform experiences, offering users more control over their search experience while addressing privacy concerns. 

However, even in this non-personalised mode, certain contextual factors including location, language, and device type, continue to influence results. This essentially provides the search with a baseline level of relevance. This feature carries significant policy implications, particularly in the areas of privacy, consumer rights, and market competition. 

Understanding the Feature

When users engage with this option of non-personalised search, it will no longer show them helpful individual results that are personalisation-dependent and will instead provide unbiased search results. Essentially,this feature provides users with neutral (non-personalised) search results by bypassing their data. 

This feature allows the following changes:

• Disables the user’s ability to find past searches in Autofill/Autocomplete.
• Does not pause or delete stored activity within a user’s Google account. Users, because of this feature, will be able to pause or delete stored activity through data and privacy controls.
• The feature doesn't delete or disable app/website preferences like language or search settings are some of the unaffected preferences.
• It also does not disable or delete the material that users save.
• When a user is signed in, they can ‘turn off the personalisation’ by clicking on the search option at the end of the webpage. These changes, offered by the feature, in functionality, have significant implications for privacy, competition, and user trust.

Policy Implications: An Analysis

This feature aligns with global privacy frameworks such as the GDPR in the EU and the DPDP Act in India. By adhering to principles like data minimisation and user consent, it offers users control over their data and the choice to enable or disable personalisation, thereby enhancing user autonomy and trust. 

However, there is a trade-off between user expectations for relevance and the impartiality of non-personalised results. Additionally, the introduction of such features may align with emerging regulations on data usage, transparency, and consent. Policymakers play a crucial role in encouraging innovations like these while ensuring they safeguard user rights and maintain a competitive market.

Conclusion and Future Outlook

Google's 'Try Without Personalisation' feature represents a pivotal moment for innovation by balancing user privacy with search functionality. By aligning with global privacy frameworks such as the GDPR and the DPDP Act, it empowers users to control their data while navigating the complex interplay between relevance and neutrality. However, its success hinges on overcoming technical hurdles, fostering user understanding, and addressing competitive and regulatory scrutiny. As digital platforms increasingly prioritise transparency, such features could redefine user expectations and regulatory standards in the evolving tech ecosystem.

References

• https://indianexpress.com/article/technology/tech-news-technology/google-search-results-try-without-personalisation-new-feature-9710243/ 
• https://support.google.com/websearch/answer/12410098?hl=en 
• https://www.theverge.com/2024/12/5/24314402/google-turn-off-personalized-search-results

Introduction

Given the era of digital trust and technological innovation, the age of artificial intelligence has provided a new dimension to how people communicate and how they create and consume content. However, like all borrowed powers, the misuse of AI can lead to terrible consequences. One recent dark example was a cybercrime in Brazil: a sophisticated online scam using deepfake technology to impersonate celebrities of global stature, including supermodel Gisele Bündchen, in misleading Instagram ads. Luring in millions of reais in revenue, this crime clearly brings forth the concern of AI-generative content having rightfully set on the side of criminals. 

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Scam in Motion

Lately, the federal police of Brazil have stated that this scheme has been in circulation since 2024, when the ads were already being touted as apparently very genuine, using AI-generated video and images. The ads showed Gisele Bündchen and other celebrities endorsing skincare products, promotional giveaways, or time-limited discounts. The victims were tricked into making petty payments, mostly under 100 reais (about $19) for these fake products or were lured into paying "shipping costs" for prizes that never actually arrived.

The criminals leveraged their approach by scaling it up and focusing on minor losses accumulated from every victim, thus christening it "statistical immunity" by investigators. Victims being pocketed only a couple of dollars made most of them stay on their heels in terms of filing a complaint, thereby allowing these crooks extra limbs to shove on. Over time, authorities estimated that the group had gathered over 20 million reais ($3.9 million) in this elaborate con.

The scam was detected when a victim came forth with the information that an Instagram advertisement portraying a deepfake video of Gisele Bündchen was indeed false. With Anna looking to be Gisele and on the recommendation of a skincare company, the deepfake video was the most well-produced fake video. On going further into the matter, it became apparent that the investigations uncovered a whole network of deceptive social media pages, payment gateways, and laundering channels spread over five states in Brazil.

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The Role of AI and Deepfakes in Modern Fraud

It is one of the first few large-scale cases in Brazil where AI-generated deepfakes have been used to perpetrate financial fraud. Deepfake technology, aided by machine learning algorithms, can realistically mimic human appearance and speech and has become increasingly accessible and sophisticated. Whereas before a level of expertise and computer resources were needed, one now only requires an online tool or app. 

With criminals gaining a psychological advantage through deepfakes, the audiences would be more willing to accept the ad as being genuine as they saw a familiar and trusted face, a celebrity known for integrity and success. The human brain is wired to trust certain visual cues, making deepfakes an exploitation of this cognitive bias. Unlike phishing emails brimming with spelling and grammatical errors, deepfake videos are immersive, emotional, and visually convincing. 

This is the growing terrain: AI-enabled misinformation. From financial scams to political propaganda, manipulated media is killing trust in the digital ecosystem.

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Legalities and Platform Accountability

The Brazilian government had taken a proactive stance on the issue. In June 2025, the country's Supreme Court held that social media platforms could be held liable for failure to expeditiously remove criminal content, even in the absence of a formal order from a court. The icing on the cake is that that judgment would go a long way in architecting platform accountability in Brazil and potentially worldwide as jurisdictions adopt processes to deal with AI-generated fraud.

Meta, the parent company of Instagram, had said its policies forbid "ads that deceptively use public figures to scam people." Meta claims to use advanced detection mechanisms, trained review teams, and user tools to report violations. The persistence of such scams shows that the enforcement mechanisms still lag the pace and scale of AI-based deception.

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Why These Scams Succeed

There are many reasons for the success of these AI-powered scams.

1. Trust Due to Familiarity: Human beings tend to believe anything put forth by a known individual.
2. Micro-Fraud: Keeping the money laundered from victims small prevents any increase in the number of complaints about these crimes.
3. Speed To Create Content: New ads are being generated by criminals faster than ads can be checked for and removed by platforms via AI tools.
4. Cross-Platform Propagation: A deepfake ad is then reshared onto various other social networking platforms once it starts gaining some traction, thereby worsening the problem.
5. Absence of Public Awareness: Most users still cannot discern manipulated media, especially when high-quality deepfakes come into play.

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Wider Implications on Cybersecurity and Society

The Brazilian case is but a microcosm of a much bigger problem. With deepfake technology evolving, AI-generated deception threatens not only individuals but also institutions, markets, and democratic systems. From investment scams and fake charters to synthetic IDs for corporate fraud, the possibilities for abuse are endless.

Moreover, with generative AIs being adopted by cybercriminals, law enforcement faces obstructions to properly attributing, validating evidence, and conducting digital forensics. Determining what is actual and what is manipulated has now given rise to the need for a forensic AI model that has triggered the deployment of the opposite on the other side, the attacker, thus initiating a rising tech arms race between the two parties.

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Protecting Citizens from AI-Powered Scams

Public awareness has remained the best defence for people in such scams. Gisele Bündchen's squad encouraged members of the public to verify any advertisement through official brand or celebrity channels before engaging with said advertisements. Consumers need to be wary of offers that appear "too good to be true" and double-check the URL for authenticity before sharing any kind of personal information

Individually though, just a few acts go so far in lessening some of the risk factors:

• Verify an advertisement's origin before clicking or sharing it
• Never share any monetary or sensitive personal information through an unverifiable link
• Enable two-factor authentication on all your social accounts
• Periodically check transaction history for any unusual activity
• Report any deepfake or fraudulent advertisement immediately to the platform or cybercrime authorities

Collaboration will be the way ahead for governments and technology companies. Investing in AI-based detection systems, cooperating on international law enforcement, and building capacity for digital literacy programs will enable us to stem this rising tide of synthetic media scams.

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Conclusion

The deepfake case in Brazil with Gisele Bündchen acts as a clarion for citizens and legislators alike. This shows the evolution of cybercrime that profited off the very AI technologies that were once hailed for innovation and creativity. In this new digital frontier that society is now embracing, authenticity stands closer to manipulation, disappearing faster with each dawn.

While keeping public safety will certainly still require great cybersecurity measures in this new environment, it will demand equal contributions on vigilance, awareness, and ethical responsibility. Deepfakes are not only a technology problem but a societal one-crossing into global cooperation, media literacy, and accountability at every level throughout the entire digital ecosystem.

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