MeitY Drafts Amendments To IT Rules For Clearer Identification Of Synthetic Media

India is set to tighten its regulatory framework for artificial intelligence content on social media. The Ministry of Electronics and IT (MeitY) has proposed amendments to the IT Rules, requiring AI-generated or synthetic content to carry labels that remain visible throughout its entire duration.

Regulatory Shift

Earlier, platforms were only required to ensure “prominent visibility” of AI labels. The new proposal replaces this with a stricter mandate for continuous, on-screen labelling, covering videos, images, and other synthetic media. This is aimed at curbing misuse of AI tools for deepfakes, fake news, and deceptive content.

Compliance Concerns

The government cited unsatisfactory compliance by major platforms such as YouTube and X, which had previously been directed to label AI content and remove unlawful posts within three hours. The new rules extend obligations to all users generating or sharing synthetic content, not just platforms.

Key Highlights

• MeitY proposes continuous, always-visible AI labels
• Draft IT Rules amendments open for feedback until May 7, 2026
• Rules apply to platforms and individual users alike
• Earlier compliance deemed unsatisfactory, prompting stricter norms
• Aim: curb misuse of AI for deepfakes, fake news, and harmful content

Sources: The Hans India, Goodreturns, Deccan Chronicle, The Tech Portal, CNBC TV18