The Indian government is proposing to update the Information Technology (IT) Rules to address the rising concerns around misuse of AI-generated content, especially deepfakes. These amendments are intended to enhance transparency and accountability on social media platforms and curb the spread of synthetic content that can mislead users or cause harm.

The proposed changes focus on mandating prominent labels on AI-generated or synthetically altered information, making it clear to users when content is not authentic. This includes visual or audio markers covering at least 10% of the display screen or the initial portion of an audio clip. Big social media platforms with over 50 lakh users will have to introduce measures to verify whether uploaded content is synthetic and clearly mark such content. This aims to empower users to differentiate between real and manipulated media, helping combat misinformation, election interference, fraud, and privacy violations.

The draft rules also emphasize greater responsibility for intermediaries under the IT Rules, 2021, including obtaining user declarations for synthetic content and deploying technologies to verify these claims. Platforms must embed unique metadata or permanent identifiers within synthetic content, which cannot be removed or altered, ensuring traceability.

This initiative comes amid growing global concerns over AI-driven synthetic media, which can easily replicate real persons or news but with fabricated or harmful narratives. By requiring clear labels and enhancing platform accountability, the government hopes to mitigate the societal risks posed by deepfakes and other AI-generated misinformation, while still fostering innovation in AI technology.