The government has taken a big step towards regulating the fast-growing world of artificial intelligence and synthetic media.
The Ministry of Electronics and Information Technology (MeitY) has released draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 aiming to bring AI-generated or synthetically-created information under stricter scrutiny.
The draft, open for public feedback till November 6, introduces a new term “synthetically generated information” defined as any data that’s artificially or algorithmically created or modified to appear “reasonably authentic.”
In simpler terms, this means everything from AI-written text to deepfake videos could now fall under the same legal net as other online content.
One of the most talked-about provisions is mandatory labelling. Any image, video, or audio created using AI must clearly mention that it’s synthetic through a visible label or permanent metadata tag.
For visuals, this label must cover at least 10% of the frame; for audio, it must play during the first 10% of the clip. Social media platforms and AI tool providers will also have to ensure these tags can’t be removed or hidden.
For big platforms like Meta, X, or YouTube, the rules get even tighter. They’ll need to ask users to declare whether their uploads are AI-generated and deploy automated tools to detect such content. Failing to do so could cost them their legal immunity under India’s IT laws.
MeitY says the move is about ensuring an “open, safe, and accountable Internet” especially as deepfakes and AI-driven misinformation grow rampant worldwide.
Experts see it as India’s way of balancing transparency with innovation, setting early guardrails for an AI future that feels both exciting and risky.