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ARTICLE · 04 NOVEMBER 2025

MeitY Proposes New Media Labelling Obligations Under Intermediary Rules

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The Proposed Amendment has been issued under the rule-making powers conferred by Section 87(2)(z) and (zg) of the IT Act, read with Section 79, which provides conditional safe harbour protection to intermediaries.

IndiaMedia, Telecoms, IT, Entertainment
Aprajita Rana
Aprajita Rana
Shruti Agrawal
Shruti Agrawal
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The Ministry of Electronics and Information Technology ("MeitY") has released the draft amendment to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 ("Intermediary Rules"), seeking to regulate the creation and dissemination of 'synthetically generated information', including AI-generated, algorithmically generated and deepfake content ("Proposed Amendment"). The Proposed Amendment marks a significant development as it reflects India's first definitive step towards regulating generative AI tools and synthetic media under the framework of the Information Technology Act, 2000 ("IT Act").

The Proposed Amendment has been issued under the rule-making powers conferred by Section 87(2)(z) and (zg) of the IT Act, read with Section 79, which provides conditional safe harbour protection to intermediaries. The accompanying Explanatory Note (also released by MeitY) clarifies that the Proposed Amendment is intended to counter the

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