I’m not sure there is a way to regulate deepfakes. I don’t think the technology is the issue. It’s more or less misusing a tool. As you can use a car to murder someone, you can also use generative AI to harm people. The thing itself is just a tool and was made for a different and valid purpose.

The issue is culture, and enforcing law on the internet. It sometimes still is the wild west. We’d need means of getting a hold of the places that host these deepfakes. Or provide services to generate unethical content. It’s them who should be held responsible and forced to take that offline. Not Google nor Generative AI as a general tool.