Deepfakes and the crisis of digital authenticity: ethical challenges in the age of synthetic media

Purpose This study aims to investigate the ethical implications of deepfake technologies and their influence on public trust in digital content. This research empirically examines perceptions among social media users in India – a context marked by high internet penetration but uneven digital literacy – while investigating the ethical implications of deepfake technologies and their influence on public trust in digital content. As synthetic media becomes increasingly indistinguishable from authentic material, concerns related to consent, identity manipulation, misinformation and information integrity have intensified. The study also aims to empirically assess user perceptions of these risks and explore the relationship between ethical concerns, trust in digital platforms and expectations for regulation. Design/methodology/approach A cross-sectional survey was conducted among 412 digital media users in India. Grounded in Floridi’s Information Ethics, Digital Trust Theory and the framework of Responsible Innovation, the study used descriptive statistics, correlation analysis, multiple regression and additional validation tests (including Cronbach’s alpha, variance inflation factor analysis and Harman’s single-factor test) to examine relationships between exposure to deepfakes, ethical concern, trust in digital content and expectations for regulation. Findings The findings reveal that ethical concern significantly predicts digital trust, while exposure and confidence in identifying deepfakes do not. Participants expressed strong support for regulatory oversight and platform accountability, underscoring the public’s demand for ethical governance in synthetic media. Reliability analysis confirmed the internal consistency of measurement scales, and no common method bias or multicollinearity was detected. Originality/value This paper offers a unique empirical contribution to the literature on information ethics, digital trust and artificial intelligence governance by integrating ethical theory with quantitative insights from a large sample in an emerging economy. It provides actionable implications for policymakers, platform designers and educators aiming to enhance digital integrity in the age of synthetic media.