By Kavita Mistry 
Artificial Intelligence (AI) has made generating photorealistic images and videos as simple as typing a description. Since 2024, such AI-generated deepfakes have become widespread on social media, ranging from low-budget advertisements to high-budget political caricatures. While major electoral or societal crises have not yet materialized in India, concerns remain over the potential for disinformation and viral misleading content.
The Government’s Proposed Labelling Requirement
To address these risks, the Union government has proposed an amendment to the IT Rules, 2021, making it mandatory to label AI-generated content. This move is intended to provide transparency to Internet users, helping them identify synthetic media and reduce the likelihood of being misled by photorealistic AI creations. Public personalities have often raised complaints, sometimes in court, about the misuse of their likeness in unauthorized AI-generated projects.
Industry Precedents and Global Trends
Unlike past interventions, such as mandatory smoking warnings in cinemas and OTT platforms, this labelling initiative has industry backing. Companies like Meta already label AI-generated content on Facebook, while global collaborations such as the Coalition for Content Provenance and Authenticity (C2PA) focus on digital provenance, borrowing concepts from art appraisal to verify authenticity. These trends signal a growing recognition that transparency is preferable to outright bans.
Challenges and Considerations
The IT Rules were not originally tested in Parliament for regulating AI-generated content. Critics argue that subordinate legislation may be insufficient to address evolving AI technologies. Effective implementation will require agile follow-up, including relaxing outdated rules and introducing new safeguards as needed.
Furthermore, India’s status as the world’s second-largest AI user base highlights the need for proactive governance to prevent the sudden virality of false content. Labelling is a step forward, but verification mechanisms and public awareness will be key to its success.
Looking Ahead
Mandatory labelling could set a precedent for responsible AI use, balancing innovation with societal safeguards. By combining regulatory oversight with industry cooperation, India has the potential to lead in ethical and transparent AI content governance, minimizing harm while maintaining creative and technological growth.