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The Ministry of Electronics and Information Technology (MeitY) has proposed new changes to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, that would make it compulsory for online platforms to label and tag AI-generated content. The draft, according to officials, is aimed at tackling the fast-spreading problem of deepfakes and strengthening transparency in the digital space.

The ministry has, for the first time, defined “synthetically generated information” - content created or altered using artificial intelligence and said such material must carry a clear label or tag identifying it as AI-generated. Platforms that allow users to make or share this kind of content will have to embed a visible or audible identifier that cannot be removed or tampered with.

In the case of visual content, the label must cover at least 10 per cent of the screen area, while for audio, it should be clearly audible during the opening 10 per cent of the clip. The rule applies to all intermediaries, particularly large social media companies with over five million registered users in India, such as Facebook, YouTube and Snapchat.

MeitY has said that platforms offering AI-based tools - whether for creating, editing or modifying content - must put in place technical systems to detect and declare if material has been produced using generative technology. The ministry believes these steps are vital to preserve public trust and ensure users know what is genuine and what is not when consuming digital content.

The ministry emphasised that these measures are part of its broader effort to maintain an “open, safe, trusted and accountable Internet” while addressing growing concerns over misinformation, impersonation, and electoral interference through deepfakes.

Technology experts have welcomed the draft, describing it as a timely intervention to maintain credibility in online content. Mahesh Makhija, Partner and Technology Consulting Leader at EY India, said the proposed rules would help build a trustworthy digital environment.

“Labelling AI-generated material and embedding non-removable identifiers will help users distinguish real content from synthetic,” he said. “This will lay the foundation for responsible AI adoption and give businesses the confidence to innovate and scale responsibly.”

MeitY has invited public and industry feedback on the proposed amendments until November 6, 2025. The feedback will be reviewed before finalising the changes.

Earlier this month, the government selected five projects under its IndiaAI programme to develop real-time deepfake detection and strengthen AI-related forensic capabilities. These projects aim to advance digital integrity and security in the fast-growing field of generative technologies.

Ankit Kumar is a Senior Sub Editor at Zee Business. He covers international affairs, politics, climate change, business, finance and global elections. With experience acros