The Ethical Challenges of Deepfake Technology in Advertising: A Forecast for a Societal Humanitarian Technological Future | ||
| International Design Journal | ||
| Article 35, Volume 15, Issue 6 - Serial Number 68, November and December 2025, Pages 463-474 PDF (1.08 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2025.418118.1419 | ||
| Author | ||
| Heba Ahmed Fayad* | ||
| Higher Institute of Applied Arts - Fifth Settlement | ||
| Abstract | ||
The last decade has witnessed a radical transformation in the technological landscape, driven by tremendous leaps in the field of artificial intelligence (AI), particularly the development of deep learning techniques. Among these technologies, deepfake has emerged as an unprecedented ability to create highly realistic visual and audio content, almost impossible to distinguish from reality. The applications of this technology are not limited to entertainment or art, but its impact has extended to include vital sectors, most notably the advertising industry. Here, deepfake technology promises innovative and unprecedented prospects in personalization, interaction, and bypassing traditional constraints in content production. However, this technological innovation carries within it a complex and unprecedented set of fundamental ethical challenges that require careful study and immediate treatment. The research problem: How does the irresponsible use of deepfake in advertising affect consumer trust and the credibility of brands in the absence of regulatory ethical frameworks? What are the proposed regulatory and ethical solutions to address these challenges? The aim of the research is to explore these challenges and propose a comprehensive ethical charter. The importance of the research is in providing insights for developing future legislation that keeps pace with technological developments. Using the descriptive analytical approach, the results showed that the clear use of deepfake for artistic purposes enhances the attractiveness of the brand, while advertisements that lack transparency weaken trust. Consumers may reject the product. The discussion of the results demonstrates that transparency and full disclosure of the use of this technology are critical to maintaining brand credibility. The results also highlight the urgent need for strict legal and ethical frameworks. | ||
| Keywords | ||
| ((Deepfake; (Deepfake in Advertising); Regulatory frameworks for the ethics of artificial intelligence and its applications | ||
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