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Introduction

AI-generated synthetic content, including deepfakes, has transformed digital media—boosting creativity but threatening trust, elections, and rights. India’s move to mandate labelling aims to balance innovation with accountability.

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How Mandatory Labelling Can Balance Innovation with Accountability

• Enhances Transparency and Digital Trust: Labelling AI-generated content promotes transparency and helps users distinguish real from synthetic media.
• Safeguards Democratic Integrity: By flagging manipulated visuals, labelling can reduce the risk of deepfakes influencing elections or public opinion through disinformation campaigns.
  Eg: In 2024, concerns were raised about deepfakes amplifying political propaganda and distorting electoral narratives.
• Protects Individual Privacy and Reputation: Mandatory disclosure prevents misuse of personal likenesses and protects citizens and public figures from identity manipulation.
• Encourages Responsible Innovation: Rather than stifling creativity, labelling ensures accountability while allowing developers to continue innovating in generative AI responsibly.
  Eg: Meta, Inc. has already introduced AI content labelling on Facebook to encourage responsible creation.
• Aligns India with Global Best Practices: Labelling complements international efforts toward digital provenance and content authenticity, strengthening India’s global tech credibility.
  Eg: The Coalition for Content Provenance and Authenticity (C2PA) brings together global firms to address provenance verification.
• Prevents Viral Misinformation and Public Harm: Clear labelling reduces the risk of false narratives gaining viral traction, protecting the public from emotional and political manipulation.
  Eg: Rapidly spreading “AI slop” has already distorted information flow on social media platforms.
• Builds Legal and Regulatory Preparedness: Labelling lays the foundation for broader AI governance frameworks, balancing innovation with ethical and legal safeguards.
  Eg: The amendment to IT Rules, 2021, can serve as a stepping stone toward a comprehensive AI accountability regime.

Conclusion

Mandatory labelling of synthetic content offers a balanced pathway to harness AI’s potential while curbing its risks. Its success will depend on strong implementation, public awareness, and collaboration between the government and tech industry. A transparent and accountable framework can help India lead globally in responsible AI innovation.

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