Objectives:
This article considers deepfakes as a tool for digital manipulation and disinformation. The aim of the article is to present the essence of the deepfake phenomenon, analyze the mechanisms of manipulation and disinformation in the context of deepfakes, and discuss countermeasures against deepfakes, with particular emphasis on regulatory strategies and methods for mitigating the negative effects of this technology in the digital space.

Methods:
The research method used in this article is desk research based on literature and available internet sources.

Results:
Given the rapid development of deepfake technology and the growing influence of manipulated content on public opinion, developing effective strategies to counteract its negative effects is crucial. Combating deepfakes requires a multifaceted approach, combining legal, technological, and educational measures that allow for the detection and verification of manipulated materials and increase public awareness of disinformation.

Conclusions:
The above theoretical analysis allows us to conclude that deepfake technology is currently a complex phenomenon, combining both enormous development potential and significant social and ethical risks. On the one hand, deepfakes are used in many areas of social life, enabling the creation of realistic simulations, historical reconstructions, and personalized teaching materials. On the other hand, the development of this technology leads to the constant growth of disinformation, manipulation of public opinion, and violations of individual image and privacy. Consequently, this requires comprehensive measures to mitigate the negative effects of its use and ensure responsible and safe use of deepfakes in public spaces.