India’s Ministry of Electronics and Information Technology (MeitY) is set to introduce stringent rules mandating clear labelling of AI-generated or manipulated content, commonly known as deepfakes. The move follows increasing concerns over the misuse of generative AI tools to spread misinformation, create fraudulent videos, and manipulate public opinion. Officials said the proposed norms will require all AI-generated images, videos, and audio to carry visible and verifiable disclaimers identifying them as synthetic or altered.
Draft Regulations to Target Transparency and Accountability
According to sources familiar with the development, the new framework is being discussed under the Information Technology Rules, 2021. The government plans to make it mandatory for social media platforms, AI developers, and digital publishers to implement watermarking or metadata-based tagging for deepfake content. The proposal aims to ensure accountability from both creators and platforms, reducing the spread of false information ahead of key national events such as elections.
Government Emphasizes Need for Responsible AI Deployment
Minister of State for Electronics and IT, Rajeev Chandrasekhar, has reiterated that while India welcomes innovation in AI, it must come with responsibility. “The misuse of AI to deceive or harm citizens cannot be tolerated. Labelling deepfakes is a key step to maintain digital trust,” he said. The ministry is also working with technology experts and AI firms to develop standardised detection mechanisms and watermarking protocols.
Tech Firms and Social Media Platforms Under Scrutiny
The proposed policy places greater onus on digital platforms like X (formerly Twitter), Meta, and YouTube to proactively identify and label manipulated media. Failure to comply could result in penalties under the IT Rules and potential loss of safe harbour protections. Industry stakeholders are expected to be consulted before finalising the notification to ensure a balance between innovation and regulation.
India Joins Global Efforts Against Deepfake Threats
With this initiative, India joins countries such as the United States, the European Union, and Singapore in formulating clear policies to curb deepfake misuse. Global agencies have warned that unlabelled AI-generated content could undermine democracy, erode public trust, and harm individuals’ reputations. The IT Ministry’s proposal marks a significant step toward building an ethical AI governance framework in the world’s largest digital democracy.