India Proposes AI Content Labeling to Combat Deepfakes
The Indian government has proposed new rules to tackle the growing misuse of AI-generated content, especially deepfakes, on social media platforms. The draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, aim to make it mandatory for platforms like YouTube and Instagram to label synthetic content clearly. This initiative is a response to public concerns about the implications of deepfakes, which have been shown to harm personal lives and spread misinformation.
Under the proposed rules, social media platforms will need to request users to declare whether the content they upload is synthetically generated. This declaration must be verified using reasonable technical measures. If a user uploads deepfake content, the platforms must ensure that it is clearly labeled, with specific visibility requirements. For visual content, the label should cover at least 10% of the area, while for audio content, it should cover the first 10% of the total duration.
IT Minister Ashwini Vaishnaw emphasized the importance of users knowing the difference between real and synthetic content. He stated that as deepfakes can distort reality and impact elections, privacy, and reputations, it is crucial for individuals to be informed. The government believes that this transparency will empower citizens to make informed decisions in a democratic society.
Recent incidents, such as a viral deepfake video involving popular actor Rashmika Mandanna, have highlighted the urgent need for such regulations. In 2023, Prime Minister Narendra Modi referred to deepfakes as a new crisis, underscoring the government's commitment to addressing this issue seriously.
Additionally, the draft amendments introduce a definition for synthetically generated information, encompassing anything created or altered by computer resources in a way that appears authentic. This definition broadens the scope of what will be monitored and labeled under the new rules.
The feedback period for these draft amendments ends on November 6, and the government is keen to finalize them to ensure a safer online environment for users. As countries like China have already implemented similar labeling rules, India’s proactive stance could set a precedent in regulating AI-generated content effectively.
