MeitY Proposes New IT Rules To Tackle Social Media Deepfake Abuse

To curb the growing menace of AI-generated deepfake content, the Ministry of Electronics and Information Technology (MeitY) has proposed amendments to the Information Technology Rules, 2021, to mandate all online platforms to label all deepfakes and AI-generated content as “synthetically generated information.”

For context, the draft amendments introduces a definition of “synthetically generated information” as content that is artificially or algorithmically created, generated, modified, or altered using computer resources, in a manner that reasonably appears to be authentic or true.

Platforms enabling the creation or modification of this type of content would be required to ensure that such information is prominently labeled or embedded with a permanent unique metadata or identifier. This label or identifier must be displayed or made audible in a prominent manner on or within the content.

The new reforms would see social media platforms like X, YouTube, Instagram, etc., be legally protected if they remove or limit access to AI-generated content, as long as they do it based on valid complaints or reasonable efforts.

Further, the draft amendments also tightens rules for the SSMIs (significant social media intermediaries)  by obliging them to seek declarations from users regarding whether the uploaded content is synthetically generated. These platforms then must implement technical measures, such as automated tools, to verify the accuracy of user declarations regarding AI-generated content. 

If an intermediary knowingly permits, promotes, or fails to act upon synthetically generated information in contravention of these rules, it shall be deemed to have failed to exercise due diligence, potentially leading to legal consequences.

MeitY has invited stakeholders to submit feedback on the draft amendments by November 6, 2025.Once cleared, the government expects the amendments to establish clear accountability for SSMIs facilitating or hosting synthetically generated information, that is, deepfake or AI-generated content.

Additionally, the move is expected to help users distinguish authentic from synthetic information leading to enhancing public trust and support India’s vision of an open, safe, trusted, and accountable internet while balancing free expression and innovation.

The Fabricated Content Storyboard

While AI continues to gain traction in the corporate world, easing everyday tasks with numerous tools, the technology is increasingly shaping our lives on social media. From popular trends like turning selfies into Studio Ghibli-style animations to retro-themed images created with Gemini’s Banana Tool, AI-generated content has been flooding social media feeds in recent times.

However, this surge has raised concerns over data security and the misuse of fabricated content. 

“These amendments have been suggested after recognising the challenges posed by growing misuse of synthetically generated information, including deepfakes, misinformation, and other unlawful content—capable of misleading users, causing harm, violating privacy, or threatening national integrity,” MeitY said today.

This misuse has prompted public figures to seek legal protection. Earlier this month, actors Akshay Kumar, Abhishek Bachchan, and Aishwarya Rai moved separate courts to protect their personality rights against AI-generated deepfakes, citing illegal commercialisation of their images and voices, obscene blogs, and other synthetic content.

Calls for regulation have been mounting for some time. Earlier this year, social media platforms and industry stakeholders urged the government to mandate AI labeling standards and grievance redressal mechanisms to curb the misuse of deepfakes. 

To curb these challenges, YouTube CEO Neal Mohan recently announced the launch of a “Likeness Detection” tool for partner program creators. “It automatically finds AI matches of your facial likeness, allowing you to easily detect, manage, and request removal of the content,” he said in a post on X today.

The proposed amendments add another layer to the government’s ongoing charge to counter the spread of deepfake in India. While erstwhile advisories from CERT-In require platforms to detect, remove, and report deepfake content promptly , the Deepfake Prevention and Criminalisation Bill, 2023, proposed criminal penalties for creating and distributing deepfake media without consent or proper watermarking. 

Most recently, the UIDAI launched a new initiative called the Scheme for Innovation and Technology Association with Aadhaar (SITAA) to advance digital identity security and combat the growing threats of cyberfraud using AI.