In this era, where artificial intelligence is steadily taking over all the technology, privacy concerns are rising day by day. For instance, Meta has been accused of marking all images as “AI image” on Instagram, creating turmoil among the artists. Similarly, YouTube has also been affected by this rise. To tackle the issues, YouTube has silently rolled out a policy to ensure the privacy of its users. The new policy change will allow users to request the removal of AI-generated or other fabricated content that imitates their face or voice. According to YouTube, this change is an expansion of its previously announced approach to responsible AI agenda which was introduced in November.

Earlier, users who wanted YouTube to take down any content like deepfakes, were requesting removal of the content for being misleading. After this move, the video sharing website wants users or affected parties to request the removal directly as a privacy violation. According to YouTube’s recently updated Help documentation, it requires first-party claims outside a handful of exceptions, like when the affected individual is a minor, doesn’t have access to a computer, is deceased or other such exceptions.

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However, it is not necessary that YouTube will remove the content immediately after the request. The website will make a decision of its own about the complaint, keeping different parameters in mind.

These parameters may include situations like whether the content is disclosed as being made with the help of AI, whether it uniquely identifies a person and whether the content could be considered parody, satire or something else of value and in the public’s interest. YouTube will also consider factors like whether the AI-generated content features a public figure or celebrity, and if it depicts them in sensitive situations like illegal activities, violence, or endorsing products or political candidates.

Additionally, YouTube will also give 48 hours to the user who has uploaded such content to act on the complaint. If the content is removed before this time, the complaint will be closed. Otherwise, YouTube will initiate a review process. YouTube has warned that if it comes to it, the company will not only fully remove the video from the site but also might remove the individual’s name and personal information from the title, description and tags of the video.

Users can also blur out the faces of people in their videos, but they can’t simply make the video private to comply with the removal request, as the video could be set back to public status at any time. Before making it a policy, the company previously warned that simply labelling AI content as such won’t necessarily protect it from removal, as it will still have to comply with YouTube’s Community Guidelines.