Title: Navigating ethical dilemmas: the role of deepfake technology in modern advertising campaigns

Authors: Saurabh Verma; Pushpendra Mourya; Priyanka Rastogi

Addresses: Department of Business Administration, MJP Rohilkhand University, Bareilly Uttar Pradesh, 243006, India, A State University-Government of Uttar Pradesh, NAAC A++ Accredited, UGC Category-I University ' Department of Business Administration, MJP Rohilkhand University, Bareilly Uttar Pradesh, 243006, India, A State University-Government of Uttar Pradesh, NAAC A++ Accredited, UGC Category-I University ' Department of Business Administration, MJP Rohilkhand University, Bareilly Uttar Pradesh, 243006, India, A State University-Government of Uttar Pradesh, NAAC A++ Accredited, UGC Category-I University

Abstract: This study investigates the ethical implications and audience perceptions of deepfake technology - AI-generated synthetic media - in modern advertising. Deepfakes enable realistic manipulation of visual and audio elements, opening creative possibilities but also raising serious concerns about authenticity, consent, and misinformation. Using a primarily quantitative mixed-method design, data were collected from 153 respondents across different age groups and technological backgrounds. The Affinity for Technology Interaction (ATI) scale, demographic profiling, and visual assessments were used to examine awareness and acceptance of deepfake advertising. Statistical tests revealed significant differences in perception by gender and age: younger, tech-savvy participants showed greater tolerance for deepfake content but still expressed ethical unease. Respondents preferred the term artificial media over deepfake for its neutral connotation. The results highlight the urgent need for ethical guidelines and disclosure norms to ensure responsible adoption of AI-generated media in marketing while safeguarding consumer trust.

Keywords: advertising campaigns; ATI; attitude toward internet; DL; deep learning; deepfake technology; ethical implications.

DOI: 10.1504/IJAIGHR.2026.152913

International Journal of Artificial Intelligence Governance and Human Rights, 2026 Vol.1 No.1, pp.92 - 108

Received: 14 Aug 2025
Accepted: 19 Oct 2025
Published online: 14 Apr 2026 *