The Indian government has introduced a new proposal for AI content regulation, making explicit labeling mandatory for photos, videos, and digital content generated or altered by AI. This step aims to control deepfakes and fake content on the internet and increase accountability for social media companies and users.
AI Content Regulation: The Indian government has proposed new rules under which social media platforms will be mandated to apply clear AI watermarks or labels on AI-generated or altered photos, videos, and other digital content. This measure has been taken to curb the rising deepfakes and fake content on the internet. Under the proposed rules, companies must ensure compliance, and suggestions are being sought from industry stakeholders until November 6, 2025.
Key Highlights of the Proposed Rules
- Responsibility of Social Media Companies: As per the proposal, all social media platforms must ensure that AI-generated content posted by their users clearly displays an AI watermark or label. This label should cover at least 10 percent of the total content size. For instance, in a 10-minute video, the AI label must be visible for at least 1 minute.
- Action for Non-Compliance: Legal action may be taken against companies that fail to fulfill their labeling responsibility. Companies will also be tasked with flagging accounts that do not comply with the rules.
Deadline for Suggestions
The government has invited suggestions on this proposal from industry stakeholders. The final date for submitting suggestions has been set for November 6, 2025. Union IT Minister Ashwini Vaishnaw stated that deepfake content is rapidly increasing on the internet, and the new rules will enhance accountability for users, companies, and the government.
- Metadata and Identification: A government official stated that after discussions with AI companies, it has been determined that AI-generated content can be identified through metadata. Companies will now have to incorporate the responsibility of identifying, reporting, and labeling deepfake content on their platforms.
Benefits of AI Content Labeling
Once these rules are implemented, users will receive clear information about which content has been generated or altered by AI and posted. This will help reduce the impact of fake news and deepfake videos. Additionally, it will increase the accountability of social media platforms and content creators, ensuring transparency on digital platforms.
This initiative by the Indian government is a significant step towards regulating AI content and enhancing security on digital platforms. Mandatory labeling of AI-generated content will ensure accountability for users, companies, and the government alike. The industry must submit its suggestions by November 6, after which the rules will be finalized.
