Legal voices in India are hailing the government’s sharpened focus on AI deepfakes. The latest amendments to the IT Rules, 2021, deliver social media giants like Facebook, Instagram, and YouTube with actionable directives against misleading synthetic content.
Earlier proposals overburdened platforms by requiring labels on every AI-generated item. The new framework smartly narrows to content that deceives—mandating visible tags or metadata embeddings for transparency.
MeitY’s initiative allows regulators to track and control deepfakes, helping citizens navigate the blurred lines between authentic and artificial media. This is crucial in an age where deepfakes fuel misinformation and erode trust.
JSA Advocates Partner Sajai Singh praised the change: ‘Unlike vague drafts, these target real threats—deceptive content—easing burdens on platforms and enhancing enforcement.’
Platforms face tighter deadlines: 3 hours to takedown court-ordered removals, versus 36 before. AI labels are non-removable, and advanced detection tools must proactively flag illegal or obscene fakes.
These measures come at a pivotal time, with deepfakes implicated in scandals worldwide. By prioritizing user protection without stifling innovation, India is crafting a model for global AI regulation—one that prioritizes clarity, speed, and responsibility in the digital public square.