The Ministry of Electronics and Information Technology (MeitY) has released draft amendments to the IT Rules, 2021, aimed at introducing obligations for online platforms to label and trace AI-generated and deepfake content. The proposals are part of the government’s effort to enhance transparency and accountability as synthetic media becomes increasingly widespread.
The draft defines “synthetically generated information” as any content created, modified, or altered using computer resources to appear authentic. Platforms, particularly Significant Social Media Intermediaries (SSMIs), will be required to visibly label AI-generated content and attach permanent metadata identifiers that cannot be removed or hidden.
For video content, the label must occupy at least 10% of the screen area, while for audio, an audible identifier must play during the first 10% of the clip. In addition, platforms will need to collect a user declaration during upload confirming whether the content is synthetic and implement technical measures to detect and verify AI-generated media.
The rules will apply only to publicly shared content, leaving private or unpublished material outside the scope. Platforms that comply with the guidelines will continue to enjoy safe harbor protections under Section 79 of the IT Act.
MeitY has opened the draft for public consultation until November 6, 2025, after which it is expected to finalize the regulations. The move comes amid growing concerns over deepfakes, especially during elections and high-stakes public events, which could be misused to spread misinformation or manipulate public perception.
While industry experts recognize the importance of regulating synthetic content, they caution that mandatory labeling and traceability may pose technical and operational challenges, particularly for smaller platforms, potentially increasing compliance costs.
The proposed amendments signal a significant step in India’s approach to AI governance, balancing innovation with accountability and aiming to create a safer digital ecosystem as AI-generated content becomes mainstream.
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