India Moves to Regulate Deepfakes: New IT Rules to Label All AI-Generated Content

The Ministry of Electronics and Information Technology (MeitY) has introduced draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, targeting stricter regulation of AI-generated and synthetic content on social media platforms. Announced in October 2025, these changes aim to impose robust obligations on Significant Social Media Intermediaries (SSMIs) such as Facebook, Instagram, WhatsApp, X, YouTube, and Snapchat to label and tag deepfakes and other synthetically generated information. The proposed rules reflect India’s proactive stance in addressing the challenges posed by rapidly advancing AI technologies.

Under the draft amendments, SSMIs—defined as platforms with over 50 lakh registered users in India—must adopt a clear definition of “synthetically generated information” and implement mechanisms to distinguish such content from authentic material. This includes embedding metadata and visible labels, ensuring markings are noticeable for at least 10% of a video’s visual duration or at the start of audio content. These measures are designed to enhance user awareness and enable traceability, helping individuals differentiate between genuine and AI-manipulated content in an era of increasing digital misinformation.

The proposed rules also mandate enhanced verification and declaration processes for SSMIs to identify and label AI-generated uploads accurately. Platforms will need to bolster their content moderation systems to comply with these requirements, which could significantly impact their operational frameworks. MeitY emphasizes that the amendments aim to “promote user awareness, enhance traceability, and ensure accountability” while fostering an environment conducive to AI innovation. Public feedback on the draft is invited until November 6, 2025, signaling an inclusive approach to finalizing these regulations.

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If implemented, these amendments will mark a pivotal shift in India’s digital governance landscape, placing greater compliance and transparency burdens on major social media platforms. The rules could reshape content moderation practices, with far-reaching implications for digital rights and the ethical use of AI technologies. As India navigates the balance between innovation and regulation, these changes underscore its commitment to safeguarding users against the risks of synthetic content while promoting a responsible digital ecosystem.

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