The Indian government has completed industry consultations on a proposal to make it mandatory to label AI‑generated or AI‑altered content, and officials say the rules are expected to be notified soon. This initiative aims to ensure transparency for citizens by clarifying when digital material—such as text, images, audio, or video—has been produced or significantly modified using artificial intelligence, helping users distinguish synthetic content from authentic human‑created content.
India’s IT Secretary, S. Krishnan, said that industry feedback on the labelling requirement has been largely constructive, with no major opposition. The main issue raised by stakeholders revolves around defining what constitutes a material AI change versus routine enhancements like camera‑based quality improvements, which may not meaningfully alter the substance of the content. Clear guidance on this distinction is expected to be part of the final rules.
The broader regulatory intent is to combat the risks posed by deepfakes, misinformation, and other forms of synthetic media that can be weaponised to mislead audiences, damage reputations, influence public opinion, or commit fraud. By mandating visible labelling and markers that indicate AI involvement, the government hopes to make online spaces more transparent and help users make informed judgments about the content they encounter.
Officials have emphasised that this approach is not about banning AI content or restricting its creation, but about ensuring users know when AI has been used. The labelling requirement is expected to apply across creators, platforms, and intermediaries, with clear identifiers for AI‑generated material. This move aligns with global trends in AI transparency and reflects growing efforts by policymakers to balance innovation with accountability and user protection.
