Aim/Purpose
This paper seeks to unearth the benefits of deep fake technology and its potential for application to pursue unethical intentions on social media, thereby negatively impacting individuals and society’s well-being.

Background
The research paper addresses the problem by exploring the ethical implications of deep fake technology and fake news on social media. Through the analysis of the impact on trust, privacy, and democracy, regulatory and ac-countability recommendations are made.

Methodology
Through a systematic literature review and thematic data analysis, this paper presents interesting ethical issues around deep fake technology and fake news on social media.

Contribution
This study contributes to the debate around artificial intelligence, social media, and the associated regulatory environment by offering insights into deep fake technology’s social, political, and psychological consequences.

Findings
The study finds an urgent need to design and implement a strong regulatory framework for both content creators and social media platforms to curb the spread of harmful content and protect individuals’ rights.

Recommendations for Practitioners
The study recommends robust content moderation, stronger regulatory frameworks, media literacy, and awareness campaigns to citizens to improve their ability to assess social media content’s authenticity.

Recommendations for Researchers
Researchers are encouraged to take an interdisciplinary approach that includes law, ethics, information systems, psychology, and media studies to address the challenges brought by deep fake technology.

Impact on Society
The paper impacts society by advancing the comprehension of the potential impacts of digital manipulation.

Future Research
Scholars may conduct longitudinal studies to determine the long-term psychological and social effects of individuals’ exposure to deep fakes on social media.