Mandatory labelling for AI-generated content coming soon

The government has proposed that netizens using artificial intelligence (AI) to generate and upload content on the internet or any social media platform must make a declaration.

- AASHISH ARYAN

The objective is that any use of AI should be spelt out clearly.

“In Parliament and in several other forums, there have been calls for action against deepfakes, which are causing harm to society. People are using images of prominent individuals to create deepfakes that intrude on their personal lives, violate their privacy, and spread misconceptions,” Union Electronics and Information Technology Minister Ashwini Vaishnaw said on Wednesday.

In a proposed amendment to the Information Technology (IT) Rules of 2021, the Ministry of Electronics and Information Technology (Meity) has said all internet intermediaries allowing the use of AI to generate content must “ensure that every such information is prominently labelled or embedded with a permanent unique metadata or identifier”.