MeitY Invites Feedback on Draft Amendments to IT Rules 2021 to Regulate Synthetic and AI-Generated Content aka deepfakes

New Delhi, October 23: The Ministry of Electronics and Information Technology (MeitY) has released draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 to address the growing risks posed by synthetically generated information—commonly known as deepfakes.

The proposed amendments aim to strengthen due diligence obligations for social media intermediaries (SMIs), significant social media intermediaries (SSMIs), and platforms that enable the creation or modification of AI-generated content.

Key Provisions of the Draft Amendments

• Definition introduced: A formal definition of “synthetically generated information” will help platforms identify and regulate deepfakes and AI-altered media.
• Mandatory labelling: All synthetic content must include visible or audible markings — covering at least 10% of the visual area or initial audio duration — so users can easily distinguish it from authentic media.
• Metadata embedding: Content creators and intermediaries will be required to embed metadata identifying content as synthetic.
• Verification duties: SSMIs must deploy reasonable technical measures to detect, verify, and label AI-generated content, ensuring accountability and user awareness.

These provisions are designed to mitigate misinformation, prevent impersonation, and enhance transparency while maintaining an enabling environment for AI innovation.

Stakeholders have been invited to submit feedback and comments by November 6, 2025, via email at itrules.consultation@meity.gov.in. The draft notification, explanatory note, and consolidated IT Rules (with proposed changes highlighted) are available on the MeitY website at www.meity.gov.in.