The Ministry of Electronics and Information Technology (MeitY) has clarified that the government is not seeking to restrict or censor AI-generated content, but only to ensure transparency through clear labelling. The move aims to help users distinguish between authentic and synthetic media as deepfakes and generative AI content continue to flood online platforms.
“We are not saying ‘don’t post it’ or ‘don’t create it,’” said S. Krishnan, Secretary, MeitY. “All we are asking is that content creators clearly label whether a piece of content is synthetically generated or not. Once that’s disclosed, audiences can make informed judgments about what they see.”
AI Labels to Protect Digital Integrity
The new proposal—part of draft amendments to India’s IT Rules 2021—requires all AI-generated or modified media to carry visible labels and metadata markers indicating its synthetic nature. The requirement will apply across users, AI service providers, and large platforms such as YouTube, Instagram, and Facebook.
Under the proposed rules, platforms will be required to enable the creation of non-removable and prominently displayed labels on AI-generated content. The goal is to curb misinformation, deepfakes, and fraudulent media that can cause public harm, while still encouraging innovation in generative technologies.
Balancing Innovation with Accountability
Krishnan emphasized that India’s AI strategy remains “innovation-first, regulation-later,” ensuring creativity and entrepreneurship are not stifled. Enforcement actions, he clarified, will apply only to illegal or harmful content, as is the case for other digital material.
The proposed amendment also gives a clear legal basis for traceability and accountability, defining “synthetically generated information” as any content—text, image, video, or audio—produced or modified by AI tools. Stakeholder feedback on the draft rules will be accepted until November 6, 2025.
Stronger Oversight for Large Platforms
Significant social media intermediaries—those with over five million registered users—will carry additional responsibilities under the new framework. These include verifying AI-generated content through automated systems and flagging suspicious material.
By strengthening digital transparency without imposing creative restrictions, MeitY aims to build a framework where trust and innovation coexist. The ministry believes that such measures are critical as India positions itself as a global leader in responsible and ethical AI adoption.
