Abstract
<jats:p>This article analyzes deepfakes, or artificially generated video and/or audio materials that blur the line between truth and deception and raise important ethical questions related to disinformation, reputational damage, and invasion of privacy. It notes that deepfakes can influence public opinion and trust in media, and pose a serious challenge to legal systems. It emphasizes the importance of developers and users understanding their ethical responsibilities when using modern technologies to maximize their positive aspects and minimize their negative consequences. It concludes that training in critical thinking and media literacy can help raise awareness of the existence and potential dangers of deepfakes and enable informed decision-making regarding the content they distribute.</jats:p>