AI transparency
Synthetically Generated Information Labelling Duty for Intermediaries
Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021, rule 3(3), as inserted by the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 (G.S.R. 120(E), dated )Official consolidated text of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules
In force since . Binds private bodies.
What this law does
Rule 3(3), inserted into the Intermediary Guidelines and Digital Media Ethics Code Rules, 2021 by amendment notified , applies where an intermediary offers a computer resource which may enable, permit, or facilitate the creation, generation, modification, alteration, publication, transmission, sharing, or dissemination of information as synthetically generated information.
Such an intermediary must ensure that any such information not falling within a listed prohibited category (such as child sexual exploitative material or content falsely depicting a real person or event) is prominently labelled, in the visual display or by a prefixed audio disclosure, so a viewer can immediately identify it as synthetically generated.
It must also embed that information with permanent metadata or another technical provenance mechanism, including a unique identifier, to the extent technically feasible. The intermediary must not enable removal, suppression or modification of that label or metadata.
"Synthetically generated information" is defined as audio, visual or audio-visual information artificially or algorithmically created, generated, modified or altered using a computer resource so that it appears real, authentic or true, subject to listed exclusions for routine or good-faith editing, formatting and accessibility work.
Under rule 3(3)(a)(i), such an intermediary must also deploy reasonable and appropriate technical measures, including automated tools or other suitable mechanisms, to not allow any user to create, generate, modify, alter, publish, transmit, share or disseminate synthetically generated information that violates any law in force.
The rule's listed examples include information that contains child sexual exploitative and abuse material, non-consensual intimate imagery content, or is obscene, pornographic, invasive of another person's privacy or sexually explicit. Under rule 3(1)(ca), an intermediary of that kind must additionally inform its users that directing or causing its computer resource to produce or spread such prohibited synthetically generated information may attract penalty or punishment under any law in force.
Rule 3(1)(ca) also requires that notice to say that such a contravention may lead to the immediate disabling of access to or removal of the information, suspension or termination of the violating user's account without vitiating the evidence, and disclosure of the violating user's identity to a complainant who is a victim of the contravention or acts on a victim's behalf.
A significant social media intermediary is a social media intermediary with registered users in India above the threshold the Central Government notifies. Under rule 4(1A), a significant social media intermediary that enables displaying, uploading or publishing information must, before that display, require users to declare whether the information is synthetically generated and deploy appropriate technical measures, including automated tools, to verify the accuracy of the declaration.
Where the declaration or verification confirms that the information is synthetically generated, that intermediary must ensure it is clearly and prominently displayed with a label or notice saying so. These provisions have applied since , the day the amendment rules state they come into force; the amendment was notified on .
What it requires