Deepfakes are AI generated synthetic media, that involve deep neural networks manipulating videos and images using abstract representations. They are becoming much more sophisticated and damaging. This article discusses the effect these have had, predominately in politics, but also recognises the impact on other areas such as health care and science. Experts seem to agree that a multi-pronged approach is necessary, consisting of a combination of legislation, investment in screening technology, media literacy efforts and bolstering institutions like free and open press. However this also comes under fire when considering freedom of expression and responsibility of enforcement.