A New Era in AI Content Regulation: MeitY Proposes IT Rules Amendments

The focus keyword for this article is AI content regulation. The Ministry of Electronics and Information Technology (MeitY) has put forward proposed changes to the IT Rules, 2021, introducing new requirements for platforms to identify and trace AI-generated or deepfake content. According to the draft, the government aims to define “synthetically generated information” as content that has been created, altered, or modified using computer resources to appear genuine.

New Labelling Requirements for AI Content

Platforms, particularly significant social media intermediaries (SSMIs), are now tasked with visibly labelling AI-generated media and providing permanent metadata identifiers that cannot be removed or concealed. For video content, the label is required to cover a minimum of 10% of the screen area, and for audio, an audible identifier should be played during at least the first 10% of the clip.

User Declarations and Technical Measures

Additionally, platforms must collect a user declaration upon uploading content, indicating whether it is synthetic. They are also expected to implement technical measures for detecting and verifying such content. This is particularly important as concerns grow over the rise of deepfakes, notably during elections and significant public events.

The Rationale Behind the Proposed Changes

MeitY has stated that these amendments are crucial for bolstering transparency and accountability as AI tools become more prevalent. Notably, these regulations will specifically pertain to publicly shared content, excluding private or unpublished materials from their remit. Platforms that comply with these new guidelines will still be entitled to safe harbour protections under Section 79 of the IT Act.

Public Consultation and Industry Response

The proposed amendments are currently available for public consultation until November 6, 2025. Following this period, MeitY is anticipated to finalise the regulatory framework. Although industry experts recognise the necessity for such regulations, there are concerns that mandatory labelling and traceability could pose implementation challenges and escalate compliance costs for smaller platforms.