Winning Bizness Desk
Mumbai.The Ministry of Electronics and Information Technology (MeitY) has released a draft on 22 October 2025 proposing changes to the IT Rules 2021. The draft focuses on labeling and tracing content created using AI or deepfake technology. The purpose is to clearly mark such content as AI-generated, so that users can differentiate between genuine and synthetic content. This move is aimed at curbing misinformation, election manipulation, and other online risks while keeping the internet safe and accountable. Stakeholders have been asked to provide feedback on the draft by 6 November.
Mandatory labels for AI-generated content
Under the proposed rule 3(3), any social media platform that allows users to create or share ‘synthetically generated information’ must display a prominent label on such content. The label should also include permanent unique metadata or identifiers. For visual content, the label must cover at least 10 percent of the area, while in audio content it must be audible within the first 10 percent of the duration. Platforms must implement technical measures to ensure that AI content is identified and tagged before it is uploaded.
Examples of AI misuse raising concerns
The urgency of these rules comes after several incidents involving deepfake videos. For instance, a deepfake video of actress Rashmika Mandanna went viral in November, creating confusion. Similarly, a video showing cricketer Sachin Tendulkar promoting a gaming app was found to be fake. Such incidents highlight the need for social media platforms to take responsibility for preventing the spread of misleading AI-generated content.
Responsibility of major social media platforms
The draft places the primary responsibility on Significant Social Media Intermediaries (SSMIs), defined as platforms with over 50 lakh users, including Facebook, YouTube, and Snapchat. These platforms will need to follow standards for labeling, metadata tagging, and visibility management of AI content. By doing so, authorities hope to reduce the risk of misinformation and impersonation while ensuring transparency for users.
Implementation timeline and feedback process
MeitY will collect feedback on the draft until 6 November. After reviewing responses, the ministry will finalize the rules. While no exact implementation date has been given, experts expect the rules to come into effect within a few months due to the growing concerns around deepfakes and AI misuse. Platforms and creators will need to adapt quickly to these changes.
Impact on users and industry
For users, the rules will make it easier to identify fake content and reduce exposure to misinformation. For content creators, the requirement to label AI content and embed metadata adds extra steps. Platforms will also need to invest in technology for verification and metadata tagging, which could increase operational costs. Overall, the regulations are expected to help prevent misuse of generative AI and maintain trust in digital content.
MeitY emphasizes safe and accountable internet
MeitY has stated that these measures are intended to create an “open, safe, trusted, and accountable internet.” By mandating clear labeling of AI-generated content, the rules aim to tackle risks such as misinformation, impersonation, and election manipulation. Authorities hope this will make the digital ecosystem more reliable and protect users from misleading or harmful AI content.
Story in a nutshell
1. MeitY drafts new rules to label AI and deepfake content on social media.
2. All AI-generated content must carry a visible label and embedded metadata.
3. Visual labels must cover 10 percent area; audio labels must play in first 10 percent.
4. Significant social media platforms like Facebook, YouTube, and Snapchat will follow these standards.
5. Draft feedback invited until 6 November; final rules expected within months.
6. Users can easily identify AI content, reducing misinformation and fake news.
7. Platforms and creators will need technology and processes to comply with labeling requirements.
