New Delhi50 minutes ago
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The Ministry of Electronics and Information Technology (MeitY) has released the draft of some changes in the IT Rules 2021 on October 22. This is to label and trace content made from deepfakes and AI. Meaning, it will be a clear mark that the content is not real but is AI based.
This will curb problems like misinformation and election rigging. The ministry is saying that this is necessary to keep the internet open, safe, trusted and accountable. The ministry has sought feedback from stakeholders. You can send it on email till 6th November.
Audio-video label will have to be placed on every AI content
Under the new Rule 3(3), any social media platform that allows creation of ‘synthetically generated information’ such as AI content will have to prominently label each such content. Permanent unique metadata/identifier will also have to be embedded.
This label will cover at least 10% of the area in the visual, or be heard the first 10% of the time in the audio. No one will be able to change, hide or delete the metadata. Platforms will have to adopt technical methods so that even before uploading, it is checked whether it is AI based or not.
Rashmika Mandanna’s deepfake video went viral in November.
Deepfake video of Sachin Tendulkar, in which he was seen promoting a gaming app.
Responsibility will be on social media companies
The main responsibility will fall on Significant Social Media Intermediaries (SSMIs), which are platforms with more than 50 lakh users as per the IT rules. This includes platforms like Facebook, YouTube, Snapchat. These platforms will follow standards of labeling, metadata tagging and visibility.
What is the timeline, when will it be implemented?
Draft released on 22 October 2025. Now MeitY will take feedback till 6th November. After that final rules will be made, but the exact date has not been given. Experts believe that this will be implemented in a few months, because deepfake issues are increasing rapidly.
What will be the impact on users and industry?
Good for users- Now they will be able to identify fake content easily, misinformation will be reduced. But creators will have to take extra steps, like adding labels. The challenge for the industry will be that they will have to make tech investments for metadata and verification, which can make operations a bit expensive. But overall, this will prove helpful in preventing AI misuse.
What did MeitY say on these rules?
MeitY clearly said that this step is to create an ‘open, safe, trusted and accountable internet’, which will handle risks like misinformation, impersonation and election manipulation coming from generative AI. This will make the internet more reliable.
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