The Indian Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the Information Technology Rules, 2021, aimed at tackling the spread of misleading content online. The new rules would require social media platforms to clearly label AI-generated content, such as deepfakes, synthetic images, and altered videos, to ensure users can distinguish between real and manipulated media.
What’s Being Proposed?
The amendments mandate that AI-generated content be marked visibly on platforms, with the label covering at least 10% of visual content and appearing within the first 10% of audio content. Users will also need to declare if their uploaded content is AI-generated. These labels are designed to promote transparency and help users identify synthetic media more easily.
Why It Matters
With AI tools becoming increasingly sophisticated, distinguishing between real and artificial content is becoming more difficult. Deepfakes and other AI-manipulated media have been used for misinformation, fraud, and political manipulation. By requiring clear labelling, the government aims to protect users from deception and make digital spaces more transparent.
Impact on Platforms
The proposed rules place accountability on social media platforms to monitor and label AI-generated content. Platforms with large user bases will need to adopt systems to verify and label synthetic content. Failure to comply may result in losing legal protections, making platforms responsible for the content they host.
Global Context
This move aligns with similar efforts worldwide, such as the EU’s Artificial Intelligence Act and China’s regulations on AI-generated content. India’s approach adds to the global conversation on how to responsibly manage AI technologies in the digital age.
Next Steps
The draft amendments are open for public consultation until November 6, 2025. Feedback from stakeholders, including tech experts and platform operators, will help shape the final regulations.
Conclusion
The IT Ministry’s proposed amendments are a step toward a more transparent and accountable digital environment. As AI technology continues to evolve, these regulations could serve as a model for managing synthetic content and protecting users from misinformation.
