In a significant move aimed at curbing misinformation and enhancing transparency in the digital ecosystem, the Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, under the Information Technology Act, 2000. The new provisions, introduced through a draft notification, mandate that intermediaries offering computer resources capable of generating or modifying synthetically produced information must ensure that such content is clearly labelled. The rule requires that every piece of synthetically generated information, such as AI-generated images, videos, or audio, be “prominently labelled or embedded with a permanent unique metadata or identifier” covering at least 10% of the visual surface area or the initial 10% of an audio clip’s duration.
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The amendments also state that intermediaries cannot “enable the modification, suppression or removal of such label, permanent unique metadata or identifier.” Further, the proposal introduces a new sub-rule (1A) under Rule 4, making it mandatory for significant social media intermediaries to seek user declarations on whether uploaded content is synthetically generated. They must also “deploy reasonable and appropriate technical measures, including automated tools” to verify these declarations. If an intermediary “knowingly permitted, promoted, or failed to act upon such synthetically generated information in contravention of these rules,” it will be deemed to have failed in exercising due diligence.
Expert Views on MeitY Amendments to Tackle Deep Fakes
Raja Lahiri, Partner, Grant Thornton Bharat, welcomed the move, stating: “New Rules cover amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. This requires Social Media Platforms to label AI-generated content with markers covering at least 10% of the surface area of a visual display or the initial 10% of the duration of an audio clip, placing more responsibilities on social media platforms like Meta, X, and Google. Social media companies will also have to obtain a user declaration on whether uploaded information is AI-generated, and deploy reasonable technical measures to ensure checks and balances. There is an increasing trend in AI deepfake attacks that cloned someone’s voice, appearance or otherwise and given the 1 Billion Internet users in India, this is concerning and could have widespread ramifications. Therefore, the proposed changes are welcome and much needed for India and would require proper due diligence by the social media companies on its content. Given this change, social media firms will have to initiate appropriate processes and controls to monitor Deepfakes and ensure better protection to Indian citizens. In my view, the proposed amendments to the IT Rules provides TRUST and SAFETY for internet users in India, and ensures navigating the risks of deep-fakes and AU generated content which could pose risks to Indian citizens.”
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“Centre for Knowledge Sovereignty welcomes this step by the MeitY which gives more authenticity to content and deepfakes will now be governed under IT rules. Intermediaries will have more accountability towards content as compulsory labelling is now proposed. CKS has been on forefront to enable more accountability for social media platforms for responsible data and content sharing and we will keep our discussions on with all stakeholders till 5 Nov 2025,” said Vinit Goenka, Secretary, Centre for Knowledge Sovereignty.
Echoing similar sentiments, Akshay Garkel, Partner, Grant Thornton Bharat, said:
“The government’s proposed amendment to the 2021 IT Rules, which asks platforms to label AI-generated and deepfake content, is a timely and necessary move. Deepfakes are getting worryingly convincing, they can twist facts, impersonate people and spread falsehoods fast. It’s good to see the government and law enforcement taking the issue seriously and acting to curb this menace. Still, people remain the weakest link; social engineering and careless sharing are what attackers exploit most. Practical steps include avoiding unverified apps and wallets, uninstalling stray apps, keeping devices patched and malware definitions updated, and verifying sensational content from trusted sources will help a lot. Alongside training and awareness, these simple habits can protect trust, authenticity and safety across India’s digital ecosystem.”
The amendments, once notified, are expected to place greater accountability on social media platforms and help curb the rising menace of deepfakes and misinformation in India’s fast-evolving digital landscape
