The role of technology has grown enormously in recent years. The demand for better technologies has led to significant transformations leading to the development of concepts such as artificial intelligence (AI), data mining and big data. Today, people benefit from a myriad of complex and dynamic technologies in doing business thanks to the continued development of AI. While the use of AI is appreciated, it has also been abused in some cases; especially when it comes to the use of deepfakes (Hayden and Stroud). As noted in an article published by CNN, deepfakes are not an entirely new concept as they have been widely used by film producers in the past. However, its usage has expanded and more people can access software applications with the same functionality. Therefore, it is more prone to abuse in the Internet-dominated era. The objective of this article is to explore the ethical issues surrounding the use of deepfakes and its role in the dissemination of false news, taking the case of Emma Watson as a reference. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Fake news refers to a hoax or deliberate misinformation and is intended to manipulate people. Technological advances have amplified the creation of fake audio and video files, these are called deepfakes (Shao). Essentially, it involves causing a person to act in a way that is not true or real, such as using a president's face in a speech given by another person. The principle of deepfakes amplifies the challenge of fake news. One of the first major targets of deepfakes was actress Emma Watson, who found her face cut off in a pornographic video (Ajder, Paris and Posters). Even if she is not the only victim in three years, her case highlights the complexity of managing deepfakes or fake news issues. Although victims can sue for defamation or slander, there are no simple laws that make it easier to remove these videos or audios (Lee). Additionally, there is a conflict between legal and ethical provisions. On the one hand, it is necessary to guarantee freedom of expression and speech, and on the other, to guarantee the protection of the rights and needs of victims. At the same time, it is difficult to control the online space, making policy implementation complex (Hayden and Stroud). Therefore, to a large extent, deepfake cases are ethical and moral issues, because not all human behavior can be limited by laws and regulations. The foundation of the Internet's growth is freedom of expression, speech and choice. In fact, the Internet is somehow synonymous with freedom. As a result, they have remained largely unregulated in many countries, leading to the growth of fake news. Unlike traditional media platforms which can be easily monitored and regulated, it is difficult to do the same when it comes to the internet space. The anonymity and dynamism of the Internet make the task complex for the police. Support for deepfakes is based on the need to express oneself and engage creatively with other people (Ajder, Paris and Posters). However, there is consensus that the values, rights and interests of others must be protected. While important for the right to freedom of speech and expression, it is also advisable to maintain high levels of respect and dignitytowards other human beings. From an ethical and utilitarian perspective, the use of deepfakes is unethical if the people involved do not give their opinion. consent. The deontological approach maintains that people must adhere to their obligations and duties when participating in decision-making. Thus, a person has a duty to protect the dignity and integrity of others. Based on this principle, users of deepfakes should consult the parties involved before creating video or audio files. In the case of Emma Watson, the producer did not consult her before making the pornographic video using her face. Utilitarian theory focuses on the ability to predict the consequences of an action and the one that has the greatest benefit for most people is best. In Watson's case, no major benefit was achieved. As a celebrity, Watson has a responsibility to positively influence people, but with her reputation affected, she was unable to achieve her role (Beard). The producer's action was therefore unethical. There is no denying that deepfakes are an important technology, but only if it is used in a positive way in society. Unfortunately, in Emma Watson's case, deepfakes were used inappropriately. From a legal and ethical perspective, consent is paramount in this matter. However, this basic requirement to inform and obtain approval was not met in this case. There is no denying that technology is here to stay and will continue to transform. Therefore, there is no possibility of stopping the use of deepfakes. However, a closer look at legal and ethical perspectives shows that some basic interventions can be carried out to ensure the successful use of technology. First, it is necessary to consider the development of laws and regulations governing the use and removal of content. Laws should determine when to remove content deemed to be fake news. Likewise, the sanctions imposed on propagators of false news should be clearly defined, beyond accusations of defamation and slander. Ethical issues should be considered when sharing content online (Beard). Relevant parties must work closely to provide approval before sharing information – especially when it comes to mainstream media. The Internet is considered a major platform for creating and sharing content. However, the emergence of technologies such as AI-powered deepfakes has continued to expose the Internet's vulnerabilities. Deepfakes have taken the war against fake news to the next level, making the task even more difficult for policymakers and law enforcement. Although the challenges posed by deepfakes can be partially countered by existing legal provisions, they tend to a greater extent to lean into moral and ethical considerations. However, in the future, laws and regulations may be developed to govern the creation and sharing of deepfake content. In conclusion, rapid advancements in technology, especially in the field of artificial intelligence, have brought about transformative changes in various sectors. However, the growing prevalence of deepfake technology raises deep ethical concerns, particularly in the context of the spread of fake news. Emma Watson's case serves as a poignant example, highlighting the challenges of resolving the legal and ethical aspects of deepfakes. 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