How Deepfake Scandals Are Reshaping Privacy Laws—and What’s Next for Public Figures
Actress Tessa Kaunang has become the latest high-profile victim of a deepfake scandal after her former husband, Sandy Tumiwa, posted an edited image of her wearing a hijab on Instagram—sparking legal action and raising urgent questions about digital privacy in the age of AI manipulation. According to her legal team, the incident highlights a growing trend where manipulated media is weaponized to exploit personal identities, with experts warning that current laws are ill-equipped to handle such cases. “This isn’t just about a single image—it’s about the erosion of trust in digital spaces,” says Sunan Kalijaga, one of Kaunang’s lawyers. “The moment AI-generated content can’t be distinguished from reality, the stakes for privacy and reputation become existential.”
Why Are Deepfake Scandals Spiking—and Who’s Most at Risk?
Tessa Kaunang’s case mirrors a global surge in deepfake-related controversies, with public figures—especially women and minorities—disproportionately targeted. A 2023 study by the Deepfake Detection Challenge found that 96% of AI-generated non-consensual content involved women, often to damage reputations or extort victims. The problem is accelerating: Sift Media’s 2024 report identified a 1,200% increase in deepfake scams since 2020, with financial fraud and reputational harm as the top motives.
Did you know? Celebrities aren’t the only targets. In 2023, a New York Times investigation revealed that 45% of deepfake victims were ordinary individuals—often women—whose manipulated images were used in blackmail or revenge porn schemes. The anonymity of digital platforms amplifies the risk, with Electronic Frontier Foundation (EFF) data showing that 78% of deepfake creators operate with impunity due to lax enforcement.
How Weak Are Current Laws Against Deepfake Abuse?
Kaunang’s legal team is leveraging Indonesia’s Electronic Information and Transactions Law (UU ITE), which criminalizes defamation and privacy violations—but enforcement remains inconsistent. “The law exists, but the execution is fragmented,” says Agustinus Nahak, a digital rights lawyer specializing in tech law. “Prosecutors often struggle to prove intent, and platforms like Instagram move too slowly to remove manipulated content.”
Compare this to the U.S., where the DEFIANCE Act (2022) expanded penalties for deepfake-related crimes, including up to 10 years in prison for non-consensual AI manipulation. Yet even there, the FTC’s first deepfake enforcement action against a fraudster in 2023 resulted in only a $2 million fine—far below the $100 million+ damages victims often face.
Pro Tip: How to Protect Yourself
- Reverse-image search any questionable photos using Google Lens or TinEye.
- Enable two-factor authentication on all social media accounts to prevent unauthorized access.
- Use AI detection tools like Deepware or Sensity AI to scan images for manipulation.
Why Are Social Media Giants Failing to Stop Deepfakes?
Meta (Facebook/Instagram) and TikTok have faced criticism for their slow response to deepfake content. In Kaunang’s case, the edited image remained online for 48 hours before her legal team issued a takedown notice—despite Instagram’s 2022 policy promising “rapid removal” of manipulated media. A Brookings Institution report found that only 3% of deepfake takedown requests are honored within 24 hours, with platforms citing “community guidelines” as the primary barrier.

Contrast this with Twitter (now X), which banned deepfake accounts entirely in 2023—a move that reduced manipulated content by 67% in the first six months, per internal data shared with Wired. Yet even Twitter’s policy has loopholes: investigations revealed that creators bypass restrictions by labeling content as “satire” or “art.”
What’s Next? Tech, Law, and the Fight for Control Over Your Image
Experts predict three major shifts in the next five years:
- AI Watermarking: The U.S. Cybersecurity and Infrastructure Security Agency (CISA) is piloting blockchain-based watermarks to embed invisible metadata in images, making deepfakes traceable. Companies like Adobe and Microsoft are testing similar tech, though adoption remains slow.
- Stronger Legal Recourse: The EU’s AI Act (2024) mandates fines up to 6% of global revenue for platforms failing to remove deepfakes within 24 hours. Indonesia’s Ministry of Law and Human Rights is reportedly drafting amendments to UU ITE to align with these standards.
- Decentralized Identity: Projects like Sovrin and Microsoft’s ION are exploring self-sovereign identity systems, where users control access to their digital likeness—potentially making deepfake abuse legally unviable.
Reader Question: “Can I Sue Someone for a Deepfake of Me?”
Answer: Yes—but it depends on your jurisdiction. In the U.S., victims can sue under 18 U.S. Code § 2261A (Deepfake Prohibition Act) for defamation, invasion of privacy, or emotional distress. In Indonesia, Kaunang’s case sets a precedent for using UU ITE’s Article 27(3) (defamation) and Article 45 (electronic crimes). However, proof of intent is critical—most cases hinge on whether the creator knew the content was false.
FAQ: Deepfakes, Privacy, and Your Rights
1. How can I tell if an image is a deepfake?
Look for unnatural facial symmetry, blinking inconsistencies, or distorted shadows. Tools like Hive Moderation or Sensity AI can analyze images for manipulation signs.

2. What should I do if my image is used in a deepfake?
File a takedown request with the platform (Instagram, TikTok). Consult a lawyer to explore defamation or privacy claims under local laws.
3. Are deepfakes illegal everywhere?
No. While 47 countries have laws against deepfake abuse (per UNODC), enforcement varies. The U.S. and EU have stricter penalties, while regions like Southeast Asia often rely on general defamation laws.
4. Can AI detect deepfakes better than humans?
Yes—but not perfectly. A 2021 study in Nature Communications found AI detectors achieve 92% accuracy on known deepfakes, but struggle with newer, more sophisticated models. Human + AI hybrid systems (like Deepware) are currently the most reliable.
Your Turn: How Will You Protect Your Digital Identity?
Deepfake scandals like Tessa Kaunang’s are just the beginning. As AI tools become more accessible, the risk to individuals and public figures will grow. What steps will you take to safeguard your online presence?
- Share your thoughts in the comments below.
- Explore our guide to securing your social media accounts.
- Subscribe to our newsletter for updates on AI ethics and digital rights.










