The Ministry of Electronics and Information Technology (MeitY) has released draft rules aimed at curbing the spread of deepfakes and AI-generated misinformation across digital platforms. The initiative is part of a broader effort by the government to enhance transparency, accountability, and user trust in online content, as the proliferation of artificial intelligence continues to reshape information consumption.
Under the proposed framework, any content generated or manipulated using artificial intelligence must carry a clear and prominent label indicating that it is not authentic. MeitY has emphasized that the label should be easily visible to viewers, providing users with an immediate understanding that the material they are viewing has been synthetically created. This requirement is intended to prevent the misuse of AI-generated content for purposes such as impersonation, fraud, and the deliberate spread of misinformation.
The draft rules place a significant responsibility on social media platforms and intermediaries. They will be required to ensure that AI-generated content is appropriately labelled before it is published online. In addition, platforms must implement verification tools and mechanisms to authenticate the accuracy of these labels, helping to maintain the integrity of content circulating on their networks.
Experts note that the rise of deepfake technology has made it increasingly difficult for users to distinguish between real and synthetic media, particularly in sensitive areas such as political discourse, financial transactions, and public safety. By mandating clear labelling and accountability, the government aims to mitigate these risks and provide a framework for responsible AI deployment in India’s digital ecosystem.
Once finalized, these rules are expected to form a key component of India’s evolving AI governance and online safety framework, complementing existing digital regulations. Analysts suggest that the move will not only strengthen user confidence but also guide platforms and developers in establishing best practices for ethical AI usage in content creation.
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