"Transparency is the foundation of trustworthy AI. People deserve to know when they are interacting with machine-generated content." - Timnit Gebru, AI researcher
Government to make AI disclosures compulsory
The Indian government is moving to make it mandatory for all online platforms and users to declare when content has been created or assisted by artificial intelligence. The Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the IT Rules, 2021, requiring AI-generated material to carry a clear label or metadata identifier. The aim is to ensure that all AI use is transparent and traceable.
Curbing the rise of deepfakes and misinformation
The proposal comes amid growing concern over deepfakes and synthetic media spreading online. The government said that such content violates privacy, spreads misinformation, and causes social harm. Several incidents involving fake videos and manipulated images of public figures have triggered calls for stricter regulation.
Label visibility and enforcement
Under the new rules, AI-generated text, images, or videos must display labels or disclaimers covering at least 10% of the visible area or, for audio, appear within the first 10% of duration. Platforms must also ensure that labels cannot be removed or altered. Failure to comply may lead to loss of legal protection under the IT Act.
Accountability of social media intermediaries
Platforms that fail to properly tag AI content or knowingly host unlabeled material could be deemed negligent. The government has emphasized the need for “reasonable and proportionate” technical measures to verify user declarations and detect AI-assisted content.
Seeking stakeholder feedback
The ministry invited public and industry feedback before finalizing the amendment. It clarified that while no specific technology standard will be imposed, all platforms must ensure visible, verifiable disclosure of AI involvement in online content. The problem will be the sheer scale of the endeavour. A completely different perspective also exists: why label everything AI as "AI generated" when you can instead label everything authentic as the real stuff? Rest become AI automatically.
Summary
India plans to mandate visible labelling for all AI-generated content on digital platforms. The proposed IT Rules amendment aims to counter misinformation and deepfakes while ensuring transparency and accountability among users and intermediaries.Food for thought
Will mandatory AI labelling build trust online, or will it simply add another layer of digital bureaucracy?AI concept to learn: Deepfake detection
Deepfake detection involves using algorithms to identify synthetic media, images, videos, or voices that have been manipulated or generated by AI. It combines computer vision and forensic analysis to distinguish real content from fabricated ones, helping protect truth and authenticity in the digital age.
[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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