Govt takes big step: AI-generated content to be labeled, aims to tackle Deepfakes

New Delhi (The Uttam Hindu) : The central government has proposed amendments to the Information Technology (IT) rules to address deepfakes and AI-generated false content. The draft, prepared by the Ministry of Electronics and Information Technology (MeitY), states that social media platforms will now be required to clearly identify AI or synthetic content so that users can distinguish between genuine and fake content.

According to the proposed amendment, major social media platforms like Facebook, Instagram, and X (formerly Twitter) will have to ensure that if content is AI or computer-generated, it is labeled or marked. This label must be visible for at least 10% of the visual content, and for the first 10% of the audio content.

In video or photo content, this marker must occupy at least 10% of the visible area. In audio content, the labeling must be visible for the first 10% of the duration. Additionally, platforms will be required to verify the authenticity of user-uploaded content, using technical tools and obtaining a declaration from users that their content is genuine.

Growing Concerns Over Deepfakes

The ministry stated that in recent months, there has been a surge in cases of deepfake videos and AI-generated audio. These have led to numerous incidents of political imagery, misinformation, fraud, and damage to public reputations. Deepfake technology has become so advanced that it blurs the line between real and fake. Governments globally have also expressed concern about this technology.

The IT Ministry has sought public suggestions

on the proposed amendments from the public and experts by November 6, 2025. The ministry states that these amendments aim to curb fake and misleading content, raise user awareness, and create a safe digital environment for AI innovation.