Regulation of AI-Generated Content in India
Context
The Ministry of Electronics and Information Technology (MeitY) has proposed an amendment to the
Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.The amendment seeks mandatory disclosure and labelling of AI-generated (“synthetic”) content on social media platforms.
Key Provisions
Mandatory Labelling
Users must self-declare if their uploaded content is AI-generated.
If users fail to declare, platforms must proactively detect and label synthetic content.
Coverage Requirement
The label must cover at least 10% of the content area.
Applies to all types of synthetic content — text, image, audio, and video.
Definition of Synthetic Content
“Information that is artificially or algorithmically created, generated, modified, or altered using a computer resource, in a manner that appears authentic or true.”
Timeline for Feedback
Public comments invited till November 6, 2025.
Rationale
Growing concern over deepfakes and AI-driven misinformation.
Protecting individual privacy, reputation, and societal trust.
Ensuring users can differentiate between real and synthetic content.
Shift in Policy Approach
Earlier stance: Existing impersonation penalties were deemed sufficient.
New stance: Proactive transparency and labelling are necessary to curb deepfake harms.
Implementation
Applies to social media intermediaries under IT Rules.
Platforms indicated they possess technical capability to detect and label AI-generated content.
Significance
First regulatory step towards AI content transparency in India.
Aims to balance innovation with accountability.
May serve as a model for global AI ethics governance.
Challenges
Detection accuracy: Identifying AI-generated content at scale.
User compliance: Ensuring users self-declare honestly.
Freedom of expression concerns: Overreach in moderation may affect legitimate content.
Technical and cost implications for platforms.
Way Forward
Encourage AI watermarking and traceability standards.
Develop an AI ethics code aligned with Digital India Act (upcoming).
Promote public awareness on digital literacy and deepfakes.
Prelims Practice MCQ
Q. With reference to the recent draft amendment to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, consider the following statements:
It mandates disclosure and labelling of AI-generated synthetic content on social media platforms.
It applies only to photorealistic and video-based synthetic content.
Platforms must proactively label synthetic content if users fail to self-declare.
Which of the statements given above is/are correct?
A. 1 only
B. 1 and 3 only
C. 2 and 3 only
D. 1, 2, and 3
✅ Answer: B
Explanation: The amendment applies to all types of synthetic content (text, audio, video), not just photorealistic media.
Q. The draft amendment to the IT Rules, 2021 defines synthetically generated information as:
A. Information verified by third-party AI regulators.
B. Any content created, modified, or altered using computer algorithms that appears authentic or true.
C. Any computer-generated image or video certified by MeitY.
D. Information derived from machine learning models used for analytics.
✅ Answer: B
Explanation: The definition focuses on artificially or algorithmically generated information that appears authentic.