MeitY Proposes New IT Rules to Label and Trace Deepfake and AI-Generated Content

The Ministry of Electronics and Information Technology (MeitY) has released draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, introducing new obligations for social media platforms to identify and label AI-generated and deepfake content. The move comes amid growing concerns over misinformation, impersonation, and manipulation caused by synthetic media.

Mandatory Labelling and Metadata Tagging

The draft defines “synthetically generated information” as any content created or modified using AI tools. It mandates that all such material must be prominently labelled or embedded with a unique metadata identifier. The identifier must be permanent, visible, or audible, covering at least 10% of the visual area or the first 10% of the audio duration. This metadata cannot be altered, removed, or suppressed by any technical means.

Scope for Significant Social Media Intermediaries

Under existing IT Rules, platforms with over five million registered users in India—such as Facebook, YouTube, and Snapchat—are classified as Significant Social Media Intermediaries (SSMIs). The new provisions make these entities directly responsible for implementing labelling mechanisms and for ensuring that AI-generated or altered content on their platforms is transparently identified to users.

Ensuring Transparency and Accountability

MeitY emphasised that platforms enabling creation or modification of AI-based content must deploy verification tools to detect whether uploads are AI-generated. Users will also be required to declare if their content uses AI tools during upload. These measures aim to ensure that digital spaces remain “open, safe, trusted, and accountable,” balancing innovation with responsible use of generative technologies.

Related GK Facts

• The IT Rules, 2021 impose additional obligations on platforms with large user bases to ensure user safety and data accountability.
• Deepfakes—AI-generated synthetic media—pose risks of impersonation, misinformation, and electoral manipulation.
• India’s move aligns with global efforts, as the EU, US, and China are introducing watermarking and labelling norms for AI content.
• Safe-harbour protection under the IT Act can be withdrawn if intermediaries fail to comply with due diligence standards.

Public Consultation and Future Implementation

MeitY has invited public feedback on the proposed amendments until 6 November 2025 via email at [email protected]. Once finalised, these regulations are expected to become a critical framework for AI transparency in India, setting standards for authenticity and accountability in the digital ecosystem.