Indian Government Proposes New IT Rules to Track and Label AI-Generated Deepfakes

The Ministry of Electronics and Information Technology (MeitY) has introduced a new proposal to regulate “synthetically generated information,” including AI-generated deepfakes. The draft, which amends the IT Rules, 2021, aims to bring artificial intelligence-generated content under the legal and regulatory framework of the Indian Government.In its document titled “Draft Amendments to IT Rules, 2021 Relating to Synthetically Generated Information,” MeitY defines synthetic information as “any content artificially or algorithmically created, generated, modified, or altered using computer resources, in a way that appears to be authentic or real.”The proposed rules focus mainly on deepfake videos, images, and audio clips that can harm reputations, spread misinformation, influence elections, or cause financial fraud.

According to the new rules, intermediaries or platforms offering tools to create or edit synthetic content must ensure proper labeling.

For visuals (images/videos): A clear visual identifier must occupy 10% of the screen.

• For audio deepfakes: A declaration must be played for at least 10% of the total duration.

Metadata embedding: Permanent digital tags must be added to make such content traceable.

Social media platforms like Facebook, Instagram, Reddit, and X (formerly Twitter) will also be required to obtain a declaration from users uploading synthetic or AI-generated content. They must take technical steps to verify these claims, and if undeclared AI content is detected, platforms are required to label it automatically.MeitY has clarified that intermediaries who knowingly promote or fail to prevent the spread of unlabeled AI-generated content will be considered in violation of due diligence requirements.The draft proposal is now open for public feedback, and once approved by both houses of Parliament, it will officially become law.