A research seminar presented by Dr Nomalanga Mashinini at the Rhodes University Faculty of Law on 30 March 2022.

1. The impact of
deepfakes on the right
to identity
by Nomalanga Mashinini
based on N Mashinini “The Impact of Deepfakes on the right to Identity: A
South African perspective” (2020) 32(3) SAMLJ 407-436.

2. Artificial
Intelligence
Machine
Learning
Deep
Learning
Deep learning
+
Fake
=
deepfake

3. Photographs
The Stefanik middle finger at an impeachment inquiry
See https://www.thatsnonsense.com/did-elise-stefanik-give-tv-cameras-the-finger-fact-check/

4. Audio
See https://www.dailymaverick.co.za/article/2021-04-11-stop-believing-your-lying-eyes-deepfakes-are-coming-and-they-
might-reshape-sas-politics/ & https://www.theafricareport.com/80648/south-africa-leaks-and-deepfakes-shaping-the-race-
for-anc-presidency/

5. Video
https://www.youtube.com/watch?v=cQ54GDm1eL0
https://www.youtube.com/watch?v=AmUC4m6w1wo
The former POTUS

6. The right to identity
Image rights
Right of publicity

7. C-L
dignitas
feelings
good
name
privacy
*IDENTITY
s10
CRSA
Dignity
*IDENTITY MEC for
Edu; KZN v
Pillay 2008
(CC)
SOUTH AFRICA

8. Legally recognised forms of INFRINGEMENT
FALSIFICATION
Creation of a false impression to
the public
• Grutter v Lombard 2009 (SCA)
• Deceptiveness of deepfakes
MISAPPROPRIATION
For the wrongdoer’s commercial
advantage without permission to do
so
• Grutter v Lombard 2009 (SCA)
• Wells v Atoll Media 2010 (WCC)
• Kumalo v Cycle Lab 2011 (GSJ)
• Cele v Avusa Media 2013 (GSJ)
For mere unauthorised publication
• privacy vs identity debate
• Smuts & Another v Botha 2022 (SCA)
Law of delict principles &
remedies:
Actio iniuriarum
Interdict
Anton Piller Order
Acquilian action

9. Grounds of justification
• Defences such as satire, parody, public interest publication and
jest will justify some deepfakes if successfully proven
• Problems however arise here: Isparta v Richter 2013 (GNP) par 35 & H
v W 2014 (GSJ) par 17
• Joint wrongdoers on the basis of a ‘tag’ – creates association due to knowing of
the post and allowing the association to oneself
BUT WITH DEEPFAKES: No intention on part of those tagged to the post
and those who like the photo: ignorance
• Failure to detach oneself from the deepfake should not attract liability
• Reasonableness principles – par 122 Le Roux v Dey (CC)

10. RECOMMENDATIONS:
• First clarify whether misappropriation violates privacy or identity
• My position in doctoral research
• SCA in January 2022: Smuts & Another v Botha
• Exercise caution with the Cele v Avusa precedent
• Applied to caricatures – synthetic media vs misinformation through deepfakes
• Fair comment vs falsification
• Must apply our minds to the subjective intention of the alleged joint
wrongdoers

11. What are the challenges
that you identify in your
fields of expertise?
• Evidence
• Cybercrimes
• Elections
• Market manipulation
• Child pornography and revenge pornography