IT rules update: MeitY mandates deepfake labelling, tighter social media oversight; content removal made transparent

In a move to curb misuse of AI-generated content and bring transparency to online governance, the ministry of electronics and information technology (MeitY) has proposed draft amendments to the IT Rules, 2021, mandating clear labelling of synthetic media and stricter oversight of content removal orders.As per news agency PTI, the draft rules aim to make social media platforms more accountable amid rising concerns over deepfakes and synthetic media created using generative AI tools. The proposed framework mandates visible or audible labelling—covering at least 10 per cent of visual or initial audio duration—to help users distinguish authentic content from AI-generated information.The ministry said that significant social media intermediaries—platforms with over 50 lakh users, such as Meta—will be required to obtain user declarations on whether uploaded content is synthetically generated, deploy verification measures and ensure such content carries appropriate notices or metadata identifiers. “These amendments are intended to promote user awareness, enhance traceability and ensure accountability while maintaining an enabling environment for innovation in AI-driven technologies,” MeitY said.An explanatory note on the ministry’s website cited recent viral incidents involving deepfake videos and synthetic audio clips, warning that such technologies could be “weaponised to spread misinformation, damage reputations, manipulate or influence elections, or commit financial fraud.” Feedback on the proposed amendments has been invited until November 6, 2025.In a related reform, the IT ministry has notified amendments to Rule 3(1)(d) of the IT Rules to streamline procedures for content takedown and enhance transparency. As per PTI, only senior officials—joint secretary rank or above, or in the case of police, a deputy inspector general—can now issue takedown orders, which must clearly specify the legal basis, reasons, and details of the unlawful information.IT minister Ashwini Vaishnaw told reporters, “Accountability of the Government increases with this change, and we will be giving a reasoned intimation whenever any such order is passed.”All such takedown intimations will undergo monthly review by an officer not below the rank of Secretary to ensure actions remain necessary, proportionate, and lawful. The ministry said the changes “strike a balance between citizens’ constitutional rights and the state’s regulatory powers,” reinforcing safeguards against arbitrary restrictions.