The Government of India has issued a proposal to mandate the labelling of all content created using Artificial Intelligence (AI), a decisive move aimed at safeguarding the security and digital integrity of its citizens.
This initiative seeks to establish clear rules that will help users distinguish between authentic and synthetically generated content, addressing the rapidly escalating global threat posed by deepfakes and AI-driven misinformation. The proposal, which involves amending the existing IT Rules, 2021, reflects a proactive stance by the government to mitigate risks associated with advanced generative AI technology.
The necessity for such regulatory intervention has been a recurring topic of discussion within the Houses of Parliament. Cyber Security Expert Ritesh Bhatia strongly endorsed the government’s proposal, emphasizing its importance in the fight against high-tech cybercrime. Bhatia stated, “India’s new AI content labelling rules mark a significant advancement in combating the growing threat of synthetic media-fuelled cybercrimes.
By enforcing clear identification of AI-generated videos, images, audio, and text, the regulations empower investigators to trace and mitigate misinformation, identity theft, and malicious impersonation. From a data privacy standpoint, these measures strengthen protections by ensuring transparency about content origins, which is crucial in maintaining user trust and preserving individual dignity in an era where digital forgery and privacy breaches are becoming increasingly sophisticated.
Given the profound impact such synthetic content can have on public opinion and the integrity of elections, it is imperative that the government implements these rules immediately to safeguard democratic processes from manipulation and maintain societal trust.”
The government’s push for mandatory labelling complements other recent regulatory efforts aimed at bolstering digital security. For instance, market regulator SEBI recently launched SEBI Check, a feature designed to validate UPI handles for secure payments by investors. This mechanism helps to strengthen the payment system and protect investors from fraudulent transactions. SEBI has noted the positive reception to this initiative, stating that almost 90% of brokers have already registered themselves on the platform and adopted the new payment handle, demonstrating a commitment to investor safety.
The proposed amendment to the IT Rules, 2021, will serve a dual purpose. Beyond protecting citizens from being misled by misinformation, it will also establish clear accountability for social media companies regarding the proliferation of synthetic content on their platforms. By defining “synthetically generated information” and mandating visibility and audibility standards for labelling, the rules aim to create a transparent digital environment.
The draft proposal for these crucial amendments is currently open for public comment, with suggestions and recommendations being accepted until November 6. This period allows stakeholders to provide input, ensuring the final rules are both effective and balanced, fostering innovation while prioritizing a safe and trusted internet for all.
