Game Plan for Truth: 5 Ways Athletes Can Protect Their Brand from Deepfake Attacks

Deepfake technology can be used to spread false or damaging content, and as an athlete, your brand and reputation are always at stake. If you find yourself involved in a deepfake video, here’s how to protect yourself:

1. Act Fast—Address It Head-On

Don’t ignore it. Issue a statement through your social media, legal team, or PR representative making it clear the video is fake. Transparency and speed are key in controlling the narrative.

2. Involve Legal and Platform Moderators

Report the deepfake to social media platforms and request its removal under policies against manipulated media. Consult with your legal team to explore defamation claims or rights of publicity violations.

3. Leverage Trusted Media and Supporters

Use credible journalists, teammates, coaches, and sponsors to reinforce that the video is fake. A strong support system can help drown out misinformation.

4. Monitor Your Online Presence

Set up Google Alerts and social media monitoring to track where the deepfake spreads. The sooner you catch and report it, the better you can control the damage.

5. Strengthen Your Brand’s Authenticity

Regularly post real content of yourself so fans and the media recognize what’s legitimate. The stronger your personal brand, the harder it is for fakes to gain traction.

Staying proactive and prepared can help protect your reputation in the age of AI-driven misinformation.