India proposes rules to label AI content amid growing deepfake fears

India proposes rules to label AI content amid growing deepfake fears

22 Oct 2025, 06:12 PM

The proposals come as adoption of AI tools have been surging in India.

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The Indian government has proposed that social media companies should clearly label AI-generated content to help users distinguish between authentic and unreal in the wake of widespread deepfake material.

The government in a notice released on Wednesday has proposed visibility and audibility standards for AI-generated content.

It stated that at least 10% of the AI-generated visuals need to be marked declaring it is not human created or at least 10% of the AI-generated audio clip also need to have such a marker.

These measures are intended to promote user awareness, enhance traceability, and ensure accountability while maintaining an enabling environment for innovation in AI-driven technologies, it added.

The proposals come as adoption of AI tools have been surging in India.

OpenAI, maker of ChatGPT, has said that India is its second largest market and is opening its first office in the country this year. Its rival Anthropic has also announced plans to open its first India office next year. Meanwhile tech giant Google and Meta are pushing their own AI models.

Recently, OpenAI's launch of AI video model Sora created a stir as it allowed users to generate high tech videos. It also saw a backlash as some users generated "disrespectful depictions " of Martin Luther King Jr, leading OpenAI to pause generation of the images of the civil rights activist.

Meanwhile, prominent Indian actors Abhishek Bachchan and his wife Aishwarya Rai Bachchan have asked a New Delhi judge to remove and prohibit creation of AI videos infringing their intellectual property rights.

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