Support for deepfake regulation: The role of third-person perception, trust, and risk

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Cover of Volume: SCM Studies in Communication and Media Volume 14 (2025), Issue 4
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SCM Studies in Communication and Media

Volume 14 (2025), Issue 4

Authors:
Publisher
Nomos, Baden-Baden
Copyright Year
2026
ISSN-Online
2192-4007
ISSN-Print
2192-4007

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Open Access Full access

Volume 14 (2025), Issue 4

Support for deepfake regulation: The role of third-person perception, trust, and risk

Authors:
ISSN-Print
2192-4007
ISSN-Online
2192-4007
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Like other emerging technologies, deepfakes present both risks and benefits to society. Due to harmful applications such as disinformation and non-consensual pornography, calls for their regulation have increased recently. However, little is known about public support for deepfake regulation and the factors related to it. This study addresses this gap through a pre-registered online survey (n = 1,361) conducted in Switzerland, where citizens can influence political regulation through direct democratic instruments, such as referendums. Our findings reveal a strong third-person perception, as people believe that deepfakes affect others more than themselves (Cohen’s d = 0.77). This presumed effect on others is a weak but significant predictor of support for regulation (β = 0.07). However, we do not find evidence for the second-person effect – the idea that individuals who perceive deepfakes as highly influential on both themselves and others are more likely to support regulation. However, an exploratory analysis indicates a potential second-person effect among females, who are specifically affected by deepfakes; a result which must be further explored and replicated. Additionally, we find that higher perceived risk and greater trust in institutions are positively associated with support for deepfake regulation.

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