Govt proposes tighter rules for AI-content

The government on Wednesday proposed changes to IT rules, mandating the clear labelling of AI-generated content and increasing the accountability of large platforms like Facebook and You‘Tube for verifying and flagging synthetic information to curb harm from deepfakes and misinformation.

- OUR CORRESPONDENT

The IT ministry noted that deepfake audio, videos and synthetic media going viral on social platforms have demonstrated the potential of generative AI to create "convincing falsehoods", where such content can be "weaponised" to spread misinformation, damage reputations, manipulate or influence elections, or commit financial fraud.

The proposed amendments to IT rules provide a clear legal basis for labelling, traceability, and accountability related synthetically-generated information.

Apart from clearly defining synthetically generated information, the draft amendment, on which comments from stakeholders have been sought by November 6, 2025, mandates labelling, visibility, and metadata embedding for synthetically generated or modified information to distinguish such content from authentic media. The stricter rules would increase the accountability of significant social media intermediaries (those with 50 lakh or more registered users) in verifying and flagging synthetic information through reasonable and appropriate technical measures.