New  Delhi: The Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the Information Technology (IT) Rules, 2021, aimed at addressing the growing threat posed by AI-generated deepfakes and synthetic content. The draft rules seek to make labelling and prominent markers mandatory to help users distinguish between genuine and artificially generated material, while tightening accountability for major social media platforms.

Citing the rising misuse of generative AI tools to create misinformation, impersonations, or election manipulation, MeitY said the amendments are meant to strengthen due diligence obligations for online intermediaries — especially large platforms like Meta — and those enabling the creation or modification of synthetic content.

Under the proposed framework, significant social media intermediaries will be required to obtain user declarations confirming whether uploaded material is synthetically generated. Platforms must also deploy proportional technical measures to verify these declarations and ensure that all synthetic information is visibly labelled or accompanied by a notice identifying it as such.

The draft defines “synthetically generated information” as content artificially or algorithmically created, modified, or altered using computer resources in a manner that appears authentic. It mandates explicit labelling and embedding of metadata to distinguish synthesised content from real content.

A visual or audio coverage requirement has also been introduced — synthetic material must carry a visible or audible marker covering at least 10% of its surface area or initial duration. These standards, MeitY said, aim to increase user awareness, promote traceability, and enhance accountability while supporting innovation in AI-driven technologies.

To ensure compliance, intermediaries that allow the creation or alteration of synthetic media will need to embed a permanent, unique identifier or metadata marking such content. Any attempt to remove or hide these identifiers will be prohibited.

MeitY has invited public feedback on the draft amendments until November 6, 2025.

In an explanatory note, the ministry warned that deepfake videos and audio clips have rapidly proliferated online, creating credible falsehoods that damage reputations, spread disinformation, and could be weaponised for political or financial manipulation. The proposed IT Rule changes, it added, will balance innovation in AI with comprehensive safeguards against exploitative use of synthetic media.

With inputs from PTi