New Delhi: The rapid rise of generative AI—technologies capable of creating text, images, music, videos, or code—has brought significant opportunities, but also serious risks. With AI-generated content becoming increasingly accessible, the potential for misuse—spreading misinformation, manipulating elections, harming users, or impersonating individuals—has grown substantially.
In response, India’s Ministry of Electronics and Information Technology (MeitY) has drafted amendments to the IT Rules, 2021, following public consultation and parliamentary discussions. The proposed changes aim to curb the misuse of deepfakes and AI-generated content while ensuring greater transparency and accountability on social media platforms.
Under the proposed rules, platforms such as Facebook, Instagram, X (formerly Twitter), and YouTube will be required to label AI-generated or synthetic content clearly. Visual AI content must display a label covering at least 10% of the frame, while audio content must indicate its synthetic nature during the first 10% of playback. Platforms will also need to verify whether uploaded content is authentic or AI-generated, employing technical measures and user declarations.
These amendments will make content removal processes more accountable. Senior officials, rather than junior staff, will authorize the removal of content, and periodic reviews of government orders will ensure a check-and-balance system. The goal is to maintain the balance between free expression and user safety while protecting privacy and personal rights from impersonation and misuse.
The draft rules also define “synthetically generated information” to cover AI-created content that mimics reality. Public feedback on the draft is invited until November 6, 2025, and the rules are expected to come into effect nationwide on November 1, 2025.
The rise of deepfakes—videos or audio that use AI to alter someone’s appearance, voice, or expressions—has raised concerns globally. While these technologies can serve creative purposes in entertainment and gaming, they can also facilitate fraud, reputational harm, misinformation, and social or political manipulation.
In essence, India’s revised IT rules aim to make the online environment safer, more accountable, and transparent, enhancing trust in social media platforms while curbing the misuse of AI-generated and synthetic content. This represents a significant step in balancing innovation with protection of citizens’ rights and digital safety.
