The implications of deepfake technology in media are significant, raising ethical concerns about misinformation and manipulation. Deepfakes utilize artificial intelligence to create hyper-realistic videos or audio that can misrepresent individuals or events. This technology poses challenges for journalism, accountability, and trust, as audiences may find it increasingly difficult to discern authentic content from fabricated material. It can be used maliciously for defamation, fraud, or political propaganda, highlighting the need for robust verification mechanisms and ethical guidelines in media production.