"Technology is a double-edged sword; it brings both the power to create and the risk to deceive." - Fei-Fei Li, AI scientist
Strengthening the legal framework
India’s government is pushing ahead with updates to the Information Technology (IT) Rules, 2021, to tackle the growing threat of deepfakes and AI-generated misinformation. The proposed amendments mandate that any synthetic or AI-generated content must be clearly labelled and accompanied by a disclaimer covering at least 10% of the display area.
Regulating synthetic content
The Ministry of Electronics and Information Technology (MeitY) emphasized that creators, advertisers, and platforms must self-declare AI-generated content at the time of upload. If the declaration is missing, platforms will be required to detect, flag, and label such content proactively. These rules apply across text, video, and audio formats, ensuring viewers are aware of what’s real and what’s generated by AI.
Balancing creativity and caution
Experts have welcomed the move but cautioned against overreach. They note that while regulation is vital to protect users and prevent misuse, it should not stifle legitimate creative or educational use of AI tools. The new framework aims to ensure authenticity without hindering innovation, especially as AI becomes central to India’s digital economy.
Implementation challenges ahead
Legal experts and industry leaders warn that the main challenge lies in implementation. Ensuring accurate labelling, handling high volumes of AI-generated media, and maintaining user awareness across millions of uploads will require strong collaboration between the government and technology companies.
Towards responsible AI use
If effectively enforced, the framework could set global benchmarks for responsible AI usage. By promoting transparency and accountability, India hopes to protect public trust and encourage ethical AI adoption across industries.
Summary
India’s proposed amendments to the IT Rules, 2021, mark a major step in combating deepfakes. Mandatory labelling, disclaimers, and platform responsibility aim to ensure authenticity and safety in digital content. The real test, however, will be in enforcing these measures effectively and fairly.
Food for thought
Can regulation keep pace with the exponential growth of AI-generated content without curbing creativity?
AI concept to learn: Deepfakes
Deepfakes are synthetic media where a person’s likeness, voice, or actions are digitally altered or created using AI. They rely on deep learning models that can blend or replace faces, manipulate voices, and fabricate realistic videos, raising serious ethical, legal, and societal challenges.
[The Billion Hopes Research Team shares the latest AI updates for learning and awareness. This is not a professional, financial, personal or medical advice. Please consult domain experts before making decisions. Feedback welcome!]
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