Indian Government Mandates Labelling Of AI-Generated Content On Social Media Platforms
The government of India has rolled out a major amendment to digital regulations, making it compulsory for social media platforms to clearly identify AI-generated content. Under this new regulation, all content created or modified using artificial intelligence including images, videos, and audio must carry visible markers or embedded metadata revealing its synthetic origin. The move aims to enable users to differentiate easily between genuine and AI-manipulated material.
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The Ministry of Electronics and Information Technology (MeitY) has proposed these draft amendments to the Information Technology Rules, 2021. The rules extend beyond mere labelling, requiring platforms to deploy automated detection tools that can identify and block illegal, deceptive, or sexually exploitative AI content before it spreads widely. Additionally, any flagged objectionable material must be taken down within three hours.
What does the new rule include?
- Every piece of AI-generated content must carry a clear label or embedded metadata that cannot be deleted or concealed.
- For visual content, the label must occupy at least 10% of the image; for audio and video, it should be displayed within the first 10% of the clip.
- Social media platforms must prompt users to declare whether their uploaded content is AI-generated and verify such claims using their own detection tools.
- Platforms are required to use automated systems to screen for illegal or misleading AI material and stop its circulation.
- Users will be sent quarterly reminders about the penalties for breaching these regulations.
This regulation comes in the wake of several prominent deepfake cases that have been exploited to sway public opinion and tarnish reputations, especially in the lead-up to the forthcoming elections in Bihar. In response, the Election Commission has directed political parties to label all AI-generated campaign content. The development underscores rising concerns about the influence of AI-generated material on the democratic process and the necessity for enhanced transparency in the digital arena.
