The Ministry of Electronics and Information Technology (“MeitY”) has introduced the draft Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2025 (“Rules”), marking India’s first dedicated framework to regulate AI-generated and synthetic content, including deepfakes. Currently open for public feedback and comments, the draft rules seek to address the growing misuse of generative AI tools that blur the line between real and fake, posing serious risks to privacy, reputation and democratic integrity.

The proposed amendments provide a clear legal basis for labelling, traceability and accountability in relation to synthetically generated information. A new definition, “synthetically generated information” has been introduced, covering any “information which is artificially or algorithmically created, generated, modified or altered using a computer resource, in a manner that such information reasonably appears to be authentic or true.” By extending this definition across all references to “information” under the Rules, the amendment ensures that AI-generated content such as deepfakes and synthetic videos are no longer in a legal grey zone, with intermediaries now accountable for their circulation.

Under the new Rule 3(3), intermediaries offering tools that enable the creation or modification of synthetic content must embed permanent metadata/identifier or visible/audio labels identifying it as AI-generated. These identifiers must cover at least 10% of the visual frame or duration, ensuring that AI disclosures are visible and cannot be tampered with. Further, Rule 4(1A) mandates that Significant Social Media Intermediaries (“SSMIs”) obtain user declarations before content is uploaded, verify such claims through technical measures and clearly label AI-generated content.

By strengthening due diligence obligations, regulating deepfakes and empowering users to distinguish authentic from synthetic information, these amendments aim to build public trust and support India’s broader vision of an open, safe, trusted and accountable internet, while maintaining a balance between freedom of expression and responsible innovation.