Mandatory Labeling for AI-Generated Videos, Deepfakes, and Voice Cloning

The Central Government has released a draft proposal to amend the IT Rules 2021 and invited public feedback. Additional changes were also introduced on 21 April to the original draft issued on 30 March.

According to the proposal, it will be mandatory to label content created using Artificial Intelligence (AI), including videos, deepfakes, and voice cloning materials.

Any content that appears real but has been created or modified using AI must clearly disclose that it is AI-generated. This includes deepfake videos, fake images, and AI-based voice cloning.

The government has made compliance with these rules mandatory for all social media intermediaries. News and current affairs content may also fall under this regulation, although ordinary users will not be classified as news publishers.

The Ministry of Information and Broadcasting has been given authority to take action on such content, and in some cases, investigations may be initiated without a formal complaint.

Additionally, social media platforms will be required to store user data for at least 180 days to ensure compliance and traceability.