Centre Moves to Regulate Deepfakes and AI Media, MeitY Proposes Key Changes to IT Rules

Centre Moves to Regulate Deepfakes and AI Media, MeitY Proposes Key Changes to IT Rules

The Union Government has taken a major step toward controlling the spread of deepfakes and AI-generated content online. On Wednesday, the Ministry of Electronics and Information Technology (MeitY) released draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, aiming to make digital platforms more transparent and safer for users.

According to the proposed rules, any content created or modified using artificial intelligence or computer algorithms—commonly called synthetic content—will now need to be clearly labeled.

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These labels must be visible, permanent, and non-removable, covering at least 10% of the image area or the first 10% of an audio clip. The goal is to help users instantly recognize AI-generated or altered material.

Online platforms that allow the creation or sharing of synthetic content will have to ensure these labels are properly applied. Major social media companies, also known as Significant Social Media Intermediaries (SSMIs), will need to take extra steps — such as asking users to declare whether their content is AI-generated, using automated tools to verify those declarations, and marking synthetic content clearly. Not following these requirements will count as non-compliance under the IT Rules.

The government said the amendments are designed to fight the growing misuse of deepfake technology, which can spread misinformation, impersonate people, and even threaten privacy or national security.

MeitY also clarified that intermediaries removing harmful or fake synthetic content will remain legally protected under Section 79(2) of the IT Act, 2000.

Public feedback on the proposed changes is open until November 6, 2025. The ministry has published the full draft and explanatory notes on its official website for public consultation.

Experts have welcomed the move. Dhruv Garg, founding partner at the Indian Governance and Policy Project (IGAP), said the amendments show the government’s intent to “ensure transparency and trust in online information.”

He added that while the new labelling rules are essential, their success will depend on clear guidelines and practical implementation, especially for smaller platforms.

With deepfakes becoming more common in political campaigns, celebrity videos, and misleading ads, these proposed rules mark an important step toward responsible AI governance and digital accountability in India.