The rules amend the 2021 Rules and tighten regulation governing synthetically generated and artificial intelligence-based content on digital platforms.
Key Provisions
- Legal recognition of Synthetic Content: First formal definition and regulation of synthetically generated information (SGI) in India.
- It targets deepfakes and AI-generated impersonations, while excluding routine editing, academic and training materials etc.
- Mandatory Labelling: All SGI must be prominently marked as artificial and embedded with metadata or unique identifiers to track origin.
- Platforms are barred from allowing removal or suppression of AI labels or metadata.
- Obligations for Significant Social Media Intermediaries (SSMIs): SSSMIs must verify the User Declarations of synthetically generated content; ensure clear and prominent disclosure of SGI before publication.
- Failure to comply with these provisions may result in platforms losing their Safe Harbour protection.
- "Safe Harbour" protection under Section 79 of the IT Act protects SSMIs from liability for user-posted/third party content.
- Failure to comply with these provisions may result in platforms losing their Safe Harbour protection.
- Prohibited Content: Intermediaries must block synthetic content involving Child Sexual Abuse Material (CSAM), non-consensual intimate imagery (NCII), false documents, or deceptive impersonation etc.
- Faster Compliance Timelines: Takedown or disabling of access on receiving lawful orders to be undertaken within 3 hours, as against 36 hours earlier.
- Grievance redressal timeline shortened from 15 days to 7 days.
Need for Curbing AI-Generated Content and Deepfakes
Other Initiatives
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