Centre issues draft rules to tackle deepfakes; proposes mandatory labelling of AI-generated content

The Ministry of Electronics and Information Technology (MeitY) has released draft rules aimed at curbing the spread of deepfakes and AI-generated misinformation on digital platforms.

The proposed framework seeks to bring greater transparency and accountability to the use of artificial intelligence in online content creation.

According to the draft, any AI-generated or synthetically created content must be clearly and prominently labelled to inform users that it is not authentic.

The label, MeitY said, should be prominently displayed and clearly indicate that the material has been generated using artificial intelligence.

Under the proposed rules, social media platforms and intermediaries will be required to ensure that users label AI-generated content before publishing it online, guarantee that the labels are prominently visible to viewers, and deploy tools and mechanisms to verify the accuracy and authenticity of such labels.

The move comes amid growing global concerns over the misuse of deepfake technology for misinformation, fraud, and impersonation. Once finalised, these rules are expected to form a key part of India’s evolving AI governance and online safety framework, strengthening user trust and accountability across digital platforms.