Deepfakes and other forms of synthetic media are widely regarded as serious threats to our knowledge of the world. Various technological responses to these threats have been proposed. The reactive approach proposes to use artificial intelligence to identify synthetic media. The proactive approach proposes to use blockchain and related technologies to create immutable records of verified media content. I argue that both approaches, but especially the reactive approach, are vulnerable to a problem analogous to the ancient problem of the criterion—a (...) line of argument with skeptical implications. I argue that, while the proactive approach is relatively resistant to this objection, it faces its own serious challenges. In short, the proactive approach would place a heavy burden on users to verify their own content, a burden that is exacerbated by and is likely to exacerbate existing inequalities. (shrink)