Synthetic Media: On Labelling of AI Generated Content

The Union government has proposed making the labelling of AI-generated content mandatory through an amendment to the Information Technology (IT) Rules, 2021.

About Synthetic Media

• Synthetic Media – AI-Generated Content: Refers to images, videos, or audio created using Artificial Intelligence (AI), often appearing indistinguishable from real media.
• Deepfakes – AI-Driven Fabrication: A subset of synthetic media where deep learning replaces or superimposes one person’s face, voice, or gestures onto another, producing highly realistic but fabricated content.

Concerns of Synthetic Media

• Threat To Electoral Integrity: The proliferation of deepfakes has raised fears of electoral manipulation and disinformation, especially during politically sensitive periods like elections.
  • Although large-scale disruptions were avoided in 2024, the potential of AI-generated misinformation to undermine democratic discourse remains a serious concern.
• Rapid Spread of Misleading Content: AI-generated lies and doctored visuals can achieve virality quickly, giving them disproportionate influence in shaping public opinion.
• Technological Advancement of Deceptive Media: The technology to create photorealistic and convincing fake content is improving rapidly, making it increasingly difficult for users to distinguish between real and synthetic media.
• Misuse of Public Likenesses: Public personalities have often complained, even in court, about the unauthorized use of their likenesses in AI-generated visuals and videos.
  • Such misuse can damage reputation, privacy, and public trust in digital media.
• Rise of “AI Slop” in the Digital Space: The growing flood of low-quality, misleading, and synthetic AI content, termed “AI slop”, has degraded the reliability of online information ecosystems.
  • This trend contributes to information pollution, making it harder for users to access credible sources.

India’s Policy Response

• Government’s Proposed Amendment: The government plans to amend the IT Rules, 2021, to make it mandatory for platforms to label AI-generated content. 
  • The move aims to ensure transparency and accountability in digital media consumption.
• Rationale Behind the Move: India, as the second-largest AI user base, faces heightened risks of misinformation spread. 
  • Moreover, the rapidly improving realism of AI-generated visuals demands proactive regulatory steps.
• Protection of Public Likenesses: Many public figures have complained or filed legal actions over unauthorized AI use of their likeness.
  • Labelling helps protect individual identities and prevent reputational harm.

Critique of Legislative Approach

• Subordinate Legislation: IT Rules 2021 implement changes via executive rules rather than amending the IT Act, 2000.
• Accountability & Separation of Powers: This bypasses parliamentary debate and public scrutiny, raising concerns about executive overreach.

Global Response

• Voluntary Labelling by Global Platforms: Major tech firms have shown early willingness to cooperate. 
  • For example, Meta has already begun labelling AI-generated content on Facebook.
• Industry Collaboration on Digital Provenance: The Coalition for Content Provenance and Authenticity (C2PA) unites companies to verify and track digital media origins. 
  • Drawing from the art world’s provenance concept, digital provenance acts as a “birth certificate,” embedding metadata on creation date, ownership, software used, and AI involvement to ensure authenticity.

Way Forward

• Ensure Democratic Oversight: AI regulation should be placed before Parliament for debate and approval to ensure transparency, legitimacy, and accountability instead of relying solely on subordinate legislation like the IT Rules.
• Balance Innovation and Regulation: Policymakers must adopt a flexible, adaptive framework that evolves with technological advancements while maintaining safeguards for citizens’ rights and democratic values.
• Regular Review of Legal Frameworks: The government should periodically assess and update existing digital laws to address emerging AI-related challenges.

Conclusion

Labelling AI-generated content is a welcome step against misinformation, but it needs transparent execution and periodic review for lasting impact.