In a decisive move to address the rapidly growing challenges posed by artificial intelligence (AI)-driven misinformation and deepfakes, the Ministry of Electronics and Information Technology (MeitY) has proposed comprehensive amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.
The proposed Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2025, seek to make the labelling of AI-generated and synthetically modified content mandatory, thereby enhancing transparency and accountability across India’s digital ecosystem.
A Measured Response to Deepfake and Misinformation Threats
According to the draft released by the Ministry, the amendments are a response to the growing misuse of AI technologies for generating deceptive or manipulated content, such as deepfakes, altered videos, and fabricated audio clips.
MeitY emphasized that such content, which is often indistinguishable from authentic material, poses serious social, political, and economic risks. It warned that deepfakes can damage reputations, mislead the public, influence electoral outcomes, and facilitate financial or identity-related fraud.
“The rise of synthetically generated information represents a new frontier of digital harm—one that calls for clear rules of disclosure and responsibility,” the Ministry stated in its consultation note.
Defining ‘Synthetically Generated Information’
The amendments introduce a new definition of “synthetically generated information”, described as content that is artificially created, modified, or altered using computational or algorithmic means, in a manner that makes it appear authentic.
This definition formally brings AI-generated media—including text, video, audio, and images—within the scope of India’s IT regulatory framework. Once enacted, these provisions will impose clear obligations on both the creators of AI tools and the intermediaries that host such content.
Mandatory Labelling and Traceability Requirements
A key highlight of the proposed rules is the introduction of labelling and metadata disclosure norms for AI-generated content.
Under the framework, any intermediary or digital service provider that offers tools or resources to create, alter, or enhance content using AI must ensure that such content is clearly marked as synthetic.
For visual content—including videos and images—the label must occupy at least 10% of the display area, while for audio content, a declaration of its synthetic nature must be made during at least 10% of its total duration.
Additionally, such labelling must be embedded through immutable metadata or digital watermarking, ensuring that it cannot be removed, suppressed, or altered by third parties. This measure aims to safeguard the authenticity and traceability of digital information across platforms.
Enhanced Due Diligence for Major Social Media Platforms
The draft rules impose stricter due diligence standards on significant social media intermediaries (SSMIs)—platforms such as Meta (Facebook and Instagram), YouTube, and X (formerly Twitter).
Under the proposed obligations, these platforms must:
∙ Obtain a self-declaration from users at the time of content upload, indicating whether the content being shared is synthetically generated or AI-modified.
∙ Deploy automated tools and reasonable technical measures to verify the authenticity of such declarations.
∙ Prominently display labels or disclaimers on identified synthetic or AI generated content, informing users of its artificial nature.
Failure to implement these mechanisms—or knowingly allowing the dissemination of deceptive synthetic content—would amount to a breach of intermediary due diligence obligations under the IT Rules.
Accountability, Ethics, and Digital Responsibility
The move signals the Indian government’s broader commitment to promoting responsible AI usage and ethical digital practices. By embedding labelling obligations into the IT framework, MeitY seeks to protect public trust in digital communication while balancing innovation with accountability.
Industry experts have noted that these rules could set a global precedent, especially at a time when countries worldwide are grappling with the governance challenges of generative AI. The European Union’s AI Act and the
United States’ AI Bill of Rights have taken similar steps toward algorithmic transparency and content traceability.
Public Consultation and Future Course
The Ministry has opened the draft rules for public consultation and invited feedback from citizens, experts, and industry stakeholders until November 6, 2025. Responses can be sent to itrules.consultation@meity.gov.in.
Once finalized, the amendments will require social media companies, AI tool providers, and content creators to update their systems, policies, and terms of service to comply with the new regulatory standards.
Experts suggest that while implementation may pose technical and operational challenges, the reform could mark a turning point in India’s digital governance landscape, making it one of the first major democracies to institutionalize the labelling of AI-generated content.
A Step Toward Safer Digital Spaces
As AI technology continues to evolve, the boundary between real and synthetic content is increasingly blurring. By introducing mandatory labelling and verification mechanisms, India’s proposed framework aims to restore authenticity in the digital public sphere, helping users discern truth from manipulation. If implemented effectively, these amendments could lay the foundation for a more transparent, ethical, and secure online environment, strengthening public confidence in the integrity of digital media.
