The government has released draft amendments to the IT Rules, 2021, to address the growing challenge of AI-generated or “synthetic” content online.
What prompted these amendments?
"With the increasing availability of generative AI tools and the resulting proliferation of synthetically generated information (commonly known as deepfakes), the potential for misuse of such technologies to cause user harm, spread misinformation, manipulate elections, or
impersonate individuals has grown significantly," MeitY said in a notice announcing the draft rules.
What is “synthetically generated information”?
The draft defines it as information “artificially or algorithmically created, generated, modified or altered using a computer resource, in a manner that such information reasonably appears to be authentic or true.”
This definition brings deepfakes, AI-generated images, videos, and voice clones squarely under the legal framework of the IT Rules, 2021.
What platforms will need to do
Platforms that enable or facilitate the creation of synthetic content such as AI image, video, or voice generators must (under the new clause under Rule 3(3) of the IT Rules):
- Label every piece of synthetically generated information.
- Embed a permanent metadata tag or identifier that is visible or audible.
- Ensure this tag covers at least 10 per cent of the visual surface or, for audio, the first 10% of its duration.
- Prevent any modification or removal of such labels.
A new sub-rule 4(1A) introduces obligations for significant social media intermediaries (such as Meta, X, YouTube, etc.):
- Before publishing any content, they must ask users to declare whether the information is synthetically generated.
- They must use “reasonable and appropriate technical measures” including automated tools to verify these declarations.
- If confirmed as synthetic, the platform must display a clear label or notice indicating the same.
Failure to comply will be treated as non-compliance with due diligence obligations.
MeitY has also clarified that references to “information” in the IT Rules will now include synthetically generated information.
What’s next
Stakeholders have until November 6, 2025, to send comments and suggestions to itrules.consultation@meity.gov.in.
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