MeitY proposes new IT rules to label and trace AI-generated, deepfake content

The Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the IT Rules, 2021, introducing new obligations for platforms to label and trace AI-generated or deepfake content.

According to the draft, the government plans to define “synthetically generated information” as content created, modified, or altered using computer resources to appear authentic. Platforms, especially significant social media intermediaries (SSMIs), will be required to visibly label AI-generated media and attach permanent metadata identifiers that cannot be removed or hidden.

For videos, the label must cover at least 10% of the screen area, while for audio, an audible identifier should play during at least the first 10% of the clip. Platforms must also collect a user declaration at the time of upload specifying whether the content is synthetic, and implement technical measures to detect and verify such content.

The proposed changes come amid rising concerns over the proliferation of deepfakes, particularly during elections and high-stakes public events. MeitY has argued that the move is essential to enhance transparency and accountability as AI tools become mainstream.

Notably, the rules apply only to publicly shared content, leaving private and unpublished material outside their scope. Platforms complying with the guidelines will continue to enjoy safe harbor protections under Section 79 of the IT Act.

The draft amendments are currently open for public consultation until November 6, 2025, after which MeitY is expected to finalize the framework.

While industry experts acknowledge the need for regulation, they caution that mandatory labels and traceability could raise implementation challenges and increase compliance costs for smaller platforms.