{"id":69897,"date":"2025-10-24T12:15:32","date_gmt":"2025-10-24T06:45:32","guid":{"rendered":"https:\/\/vajiramandravi.com\/current-affairs\/?p=69897"},"modified":"2025-10-24T12:15:32","modified_gmt":"2025-10-24T06:45:32","slug":"india-drafts-ai-content-labelling-rules-to-combat-deepfakes","status":"publish","type":"post","link":"https:\/\/vajiramandravi.com\/current-affairs\/india-drafts-ai-content-labelling-rules-to-combat-deepfakes\/","title":{"rendered":"India Drafts AI Content Labelling Rules to Combat Deepfakes"},"content":{"rendered":"<h2><b>AI Content Labelling Latest News<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The Indian government has proposed draft rules mandating AI-generated content labelling on social media platforms like YouTube and Instagram to curb the spread of deepfakes and synthetic media.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Under the amendments to the IT Rules, 2021, platforms must:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Ask users to declare whether uploaded content is AI-generated.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Ensure such content carries permanent labels or metadata identifiers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">For videos, the label must cover 10% of the screen area; for audio, it must play during the first 10% of duration.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The move follows rising concerns over digitally altered videos, such as the 2023 Rashmika Mandanna deepfake, which went viral and prompted Prime Minister Narendra Modi to warn that <\/span><a href=\"https:\/\/vajiramandravi.com\/current-affairs\/deepfake-technology-and-its-regulations\/\" target=\"_blank\"><b>deepfakes<\/b><\/a><span style=\"font-weight: 400;\"> pose a new national crisis.<\/span><\/li>\n<\/ul>\n<h2><b>India\u2019s Draft Rules for Labelling AI-Generated Content<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The proposed IT Rules amendments require social media platforms to:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Ask users to declare if uploaded material is AI-generated or synthetic.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Use automated tools to verify such declarations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Clearly label confirmed AI-generated content with a visible notice.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If platforms fail to comply, they <\/span><b>risk losing legal immunity under safe harbour<\/b><span style=\"font-weight: 400;\"> provisions, making them liable for unverified or unlabeled synthetic content.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The draft also defines \u201c<\/span><b>synthetically generated information<\/b><span style=\"font-weight: 400;\">\u201d <\/span><span style=\"font-weight: 400;\">as content created, altered, or modified using computer algorithms in a way that appears authentic or real<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<h2><b>Existing AI Labelling Practices and India\u2019s Stricter Proposal<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Platforms like Meta and Google already use AI content labels, asking creators to declare if content was made or modified using AI.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Instagram tags such posts with an \u201cAI Info\u201d label, though enforcement is inconsistent.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">YouTube adds an \u201cAltered or Synthetic Content\u201d tag, explaining how AI influenced the video\u2019s creation.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Meta has also partnered with other tech firms under the <\/span><b>Partnership on AI (PAI)<\/b><span style=\"font-weight: 400;\"> to develop common identification standards and tools to detect invisible AI markers across platforms like Google, OpenAI, Adobe, and Midjourney.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">However, these global measures are mostly reactive, activated after content is flagged.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In contrast, India\u2019s proposed rules require companies to proactively verify and label AI-generated content using automated detection tools, even without user notification.<\/span><\/li>\n<\/ul>\n<h2><b>Bollywood Pushes Back as Deepfakes Threaten Celebrity Rights<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The rise of AI-generated deepfakes has alarmed India\u2019s entertainment industry, prompting stars like Amitabh Bachchan, Aishwarya Rai, Akshay Kumar, and Hrithik Roshan to take legal action to <\/span><b>protect their <\/b><a href=\"https:\/\/vajiramandravi.com\/current-affairs\/personality-rights-in-india-how-courts-protect-celebrities-in-the-digital-era\/\" target=\"_blank\"><b>personality rights<\/b><\/a><span style=\"font-weight: 400;\"> \u2014 their likeness, voice, and image.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Experts note that <\/span><b>India lacks explicit legal protection for personality rights<\/b><span style=\"font-weight: 400;\">, relying instead on a patchwork of existing laws for limited safeguards.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The issue gained attention after the production company behind Raanjhanaa reportedly used AI to alter the film\u2019s ending without the consent of its director and actors.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This highlighted the urgent need for clearer legal frameworks against deepfakes in Indian entertainment.<\/span><\/li>\n<\/ul>\n<h2><b>How Global Regulations Are Responding to the Deepfake Challenge<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Countries worldwide are introducing AI labelling and protection laws to curb the spread of deepfakes and synthetic media.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>European Union<\/b><span style=\"font-weight: 400;\">: The AI Act mandates that all AI-generated or altered content \u2014 including text, audio, video, and images \u2014 must be clearly labelled in a machine-readable format. Entities using AI for public-interest content must also disclose artificial generation or alteration.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>China:<\/b><span style=\"font-weight: 400;\"> Recently enforced AI labelling rules require visible markers for chatbots, voice synthesis, face swaps, and scene editing. Hidden watermarks can be used for other AI content. Platforms must detect, label, and alert users about AI-generated material.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Denmark:<\/b><span style=\"font-weight: 400;\"> Proposes giving citizens copyright ownership over their likeness, allowing them to demand removal of any digitally altered content created without consent \u2014 a pioneering move in personal image rights protection.<\/span><\/li>\n<\/ul>\n<p><b>Source:<\/b> <a href=\"https:\/\/indianexpress.com\/article\/explained\/explained-sci-tech\/india-ai-content-social-media-labelling-deepfakes-10322107\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">IE<\/span><\/a><span style=\"font-weight: 400;\"> | <\/span><a href=\"https:\/\/economictimes.indiatimes.com\/tech\/artificial-intelligence\/experts-hail-deepfakes-labelling-rules-flag-usage-overreach-risks\/articleshow\/124767992.cms?from=mdr\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">ET<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>India\u2019s new draft IT Rules mandate clear labelling of AI-generated content to curb deepfakes on social media and protect users from synthetic misinformation.<\/p>\n","protected":false},"author":18,"featured_media":69931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[3366,60,22,59],"class_list":{"0":"post-69897","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-upsc-mains-current-affairs","8":"tag-ai-content-labelling","9":"tag-mains-articles","10":"tag-upsc-current-affairs","11":"tag-upsc-mains-current-affairs","12":"no-featured-image-padding"},"acf":[],"_links":{"self":[{"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/posts\/69897","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/comments?post=69897"}],"version-history":[{"count":0,"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/posts\/69897\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/media\/69931"}],"wp:attachment":[{"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/media?parent=69897"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/categories?post=69897"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vajiramandravi.com\/current-affairs\/wp-json\/wp\/v2\/tags?post=69897"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}