Film, ad industries to get deepfake label rules relief

FINAL GUIDELINES TO BE NOTIFIED SHORTLY

- RISHI RAJ

THE MINISTRY OF electronics and information technology (MeitY) is set to exempt the film, advertising, and allied creative sectors from the 10% mandatory labelling rule in its draft deepfake regulations, official sources told FE.

This move comes after a series of consultations and feedback from stakeholders in these industries, and will provide them a much-needed reprieve. The industry had raised concerns about the impact of the proposed rule on creative freedom and production workflows.

Sources said that the final rules are expected to be notified shortly, and will signal a calibrated approach which will balance regulation of synthetic content with the practical realities of high-end media production.