According to the Secretary, Ministry of Electronics and IT (MeitY), the government of India has completed consultations with industry stakeholders on the proposal to mandate labelling of Artificial intelligence (AI) generated content, and the corresponding rules are expected to be notified shortly.
As per him, the industry has been “fairly responsible” and broadly understands the rationale behind labelling AI-generated content. As a result, he noted, there has been no significant resistance to the proposal.
He said the main feedback from industry players relates to the need for clarity on the extent of modification, particularly to distinguish between substantive or material changes made using AI and routine technical enhancements.
Earlier, in October, the government had proposed amendments to the IT Rules to require clear labelling of AI-generated content and to enhance the accountability of large digital platforms such as Facebook and YouTube in verifying and flagging synthetic information, with the aim of reducing user harm from deepfakes and misinformation.
Additionally, MeitY has observed that the rapid spread of deepfake audio, videos and other synthetic media on social platforms highlights the potential of generative AI to create “convincing falsehoods,” which can be weaponised to spread misinformation, harm reputations, influence elections or facilitate financial fraud.
