The Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, making it compulsory to disclose and label AI-generated or synthetic content on social media platforms.
Background
- The rise of artificial intelligence (AI) tools has made it easy to create highly realistic but fake images, videos, and voice clips — known as synthetic content or deepfakes.
- These manipulations can mislead users, harm reputations, and threaten privacy and public trust.
- There has been increasing public and parliamentary concern over the misuse of such technology.
Key Provisions of the Draft Amendment
- Mandatory Disclosure by Users: Users must declare if the content they upload (text, image, video, or audio) is generated or altered using AI tools.
- Proactive Detection by Platforms: If users fail to self-declare, social media platforms are required to detect and label synthetic content themselves.
- Labelling Requirement: The AI-generated content label should cover at least 10% of the visual area of the content for clear visibility. Applies to all forms of synthetic content, not just photorealistic ones.
Significance of the Move
- Ensures transparency and user awareness regarding authenticity of online information.
- Helps combat misinformation and protect individuals from defamation or privacy invasion.
- Aligns India’s policy response with global efforts to regulate AI-generated content.
Challenges Ahead
- Ensuring accurate AI-detection systems on platforms.
- Balancing freedom of expression with regulation.
- Implementation across multiple languages and formats on social media.
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