The Centre’s sweeping amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021—aimed at regulating synthetically generated information (SGI) including AI-generated deepfakes—have drawn mixed reactions from industry stakeholders, who welcome sharper definitions but warn that sharply compressed takedown timelines and expanded due-diligence obligations could impose a heavy compliance burden on social media platforms. “Interestingly, the amendments narrow the scope of what is to be flagged, with a focus on misleading content rather than everything that has been artificially created or altered,” said Sajai Singh, Partner at JSA Advocates & Solicitors. “Intermediaries will be happy with the reasonable efforts expectation rather than the earlier proposed visible labelling.” Singh added that the framework gives regulators tools to monitor and control deepfakes while ensuring users are informed through labels or metadata disclosures.
The article was authored by Sajai Singh, Partner, was published in Storyboard 18.
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