MeitY invites feedback on draft rules to curb misuse of AI-generated content

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, aimed at tackling the growing threat of synthetically generated information or deepfakes. The ministry has invited stakeholder feedback on the proposed changes by November 6, 2025.

The amendments come amid rising concerns over the misuse of generative AI tools to spread misinformation, manipulate elections, and impersonate individuals. MeitY said the government remains committed to ensuring an open, safe, trusted, and accountable internet as synthetic content becomes increasingly prevalent online.

The draft notification introduces a formal definition of “synthetically generated information” and mandates clear labelling requirements to help users distinguish between real and artificial content. It also proposes that such content carry visible and audible disclosures covering at least 10 percent of the screen or initial audio duration.

Further, significant social media intermediaries will be required to adopt technical measures to verify whether uploaded content is synthetically generated and to label it accordingly. Platforms enabling the creation or modification of AI-generated content will also be brought under the scope of due diligence obligations.

According to the ministry, the move seeks to balance user protection with innovation in AI technologies. The measures are expected to promote transparency, enhance traceability, and build accountability among intermediaries while allowing continued development of generative AI applications.

The draft notification, along with a plain-language explanatory note and a consolidated version of the amended IT Rules, 2021, has been uploaded on the MeitY website. The ministry said all submissions will be treated in fiduciary capacity to encourage open and uninhibited feedback from stakeholders.