itch.io domain taken down by AI-based brand protection software

The indie game website Itch.io was temporarily taken offline over the weekend due to an automated takedown request triggered by a fan page for a Funko Pop video game. The incident stemmed from a fan-made page for the Funko Fusion game.

According to PCGamer, Itch.io creator Leafo described the fan page as “harmless”, featuring links to the official website and various screenshots. However, BrandShield, an AI-powered “brand protection” service employed by Funko, flagged the page as “fraud and phishing” and automatically filed takedown requests with both Itch.io's hosting provider (Linode) and its domain registrar (iwantmyname).

Leafo complied with Linode's request and removed the offending page, but iwantmyname's automated system seemingly deactivated the Itch.io domain without human review. This resulted in the entire site being taken offline, disrupting service for countless indie developers and gamers.

This incident highlights the potential pitfalls of relying solely on automated systems for content moderation and takedown requests. The lack of human oversight in BrandShield's process and iwantmyname's automated response led to an overzealous and ultimately erroneous takedown of a legitimate website. Thankfully, Itch.io has since been restored.

Discuss on our Facebook page, HERE.

KitGuru says: This incident serves as a reminder of the potential consequences of unchecked automation and the importance of human intervention in critical decision-making processes. Although AI can help us do our job, its current capabilities still can't replace us entirely.

Become a Patron!