In India’s growing digital world, the number of content created by Artificial Intelligence (AI), especially deepfakes, has increased a lot. Concerns about misuse of this technology grew after the controversy over actress Rashmika Mandanna’s deepfake video. To stop this problem, the central government plans to make big changes in the Information Technology (IT) Rules. Strict action will be taken against AI and deepfake videos.

The Union Ministry of Electronics and Information Technology released the draft of the ‘Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2025’. The main goal of these rules is to control synthetic and illegal online content. According to the proposed rules, this law can start across the country from November 15. The government is making an amendment under Section 87 of the IT Act, 2000.

New Definition of ‘Synthetically Generated Information’

For the first time, the government has clearly defined AI-generated content. According to the new rules, ‘Synthetically Generated Information’ means any information that is artificially or algorithmically created, generated, modified, or changed using computer tools and looks real. This includes deepfakes, AI-edited images, AI voices, and AI-generated text.

Strict Rules for Transparency and Authenticity

The government has made rules to make AI content clear and honest:

  1. Audio labeling: Any AI-created audio must declare within the first 10% of playback that it is made by AI and is not real.
  2. Video labeling: AI-created videos must have a label covering about 10% of the screen, clearly saying it is created by AI.
  3. Metadata: Content must include its source, tools used, and modification history, so its origin can be traced easily.

Guidelines for Platforms

Social media platforms like Facebook, Instagram, and other hosting sites have new responsibilities:

  1. They must add labels and metadata to all AI content.
  2. Users must get an option to mark content as AI-generated.
  3. Illegal AI content must be removed within 36 hours of a government or court order.

Government Objectives

The main goals of these new rules are:

  • Stop misinformation, impersonation, and fraud.
  • Make content traceable.
  • Protect elections and public order.
  • Balance innovation with responsibility.

Countries like the European Union, China, and the United States also have AI content laws. India now joins this global trend. The success of these rules will depend on technology and protecting freedom of speech. If done well, India can set a world-class example in controlling AI content.