MeitY mandates AI content labels for social media platforms
The Electronics and Information Technology Ministry released draft changes on Wednesday to intermediary rules from 2021 that require platforms to mark content made by artificial intelligence. Major social media sites with more than 5 million Indian users must attach permanent metadata and visible labels to synthetic material. The identifier must cover at least one tenth of the display space for images or play for one tenth of the audio duration, and cannot be changed or deleted.
Platforms that allow the creation of artificial intelligence content must verify whether uploads are synthetic and declare this information. Services lose legal protection if they permit mislabeled or unmarked machine-generated posts. The government seeks to combat false information and election interference through generative artificial intelligence while keeping the internet safe and accountable.
EY India technology leader Mahesh Makhija said the rules help users separate authentic content from synthetic material and support responsible innovation. The ministry accepts public comments on the proposal through Nov. 6. Officials selected five projects this month to detect deepfakes in real time and improve forensic analysis of artificial intelligence security threats.
