MeitY proposes new IT rules to label and trace AI-generated, deepfake content

The Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the IT Rules, 2021, introducing new obligations for platforms to label and trace AI-generated or deepfake content.

According to the draft, the government plans to define “synthetically generated information” as content created, modified, or altered using computer resources to appear authentic. Platforms, especially significant social media intermediaries (SSMIs), will be required to visibly label AI-generated media and attach permanent metadata identifiers…