MeitY Proposes Rules To Regulate Deepfakes & AI-Generated Content

The Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, to regulate Deepfakes and other synthetically generated content.

Platforms creating, modifying, or distributing such content must label it or embed metadata indicating it is artificial, covering at least 10% of visual content or the first 10% of audio. Significant social media intermediaries must obtain user declarations and verify AI-generated content. The rules extend IT law definitions to synthetically generated information. MeitY has also limited the power to issue takedown notices under Section 79(3)(b) of the IT Act to senior officers, including Joint Secretaries or Deputy Inspector Generals. The draft is open for public consultation until November 6, 2025.