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November 17, 2025

Summary: Draft Information Technology (Intermediary Guidelines And Digital Media Ethics Code) Amendment Rules, 2025

Author: Shradha Prakash

The Ministry of Electronics and Information Technology has released the Draft Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2025 (“Rules”), introducing a framework to identify and regulate deepfakes, misinformation, and other unlawful or deceptive material. The Rules introduce the concept of “synthetically generated information” and impose labeling, identification, verification of consent, and due diligence requirements on intermediaries, particularly Significant Social Media Intermediaries (“SSMIs”). Through these measures, the aim is to ensure an open, transparent, safe, trusted, and accountable Internet for citizens availing Internet services, and maintaining transparency in the digital ecosystem. 

According to the rules, synthetically generated information refers to content that is artificially or algorithmically created, generated, modified, or altered through computer resources in a manner that appears reasonably authentic or true. It also provides statutory protection to intermediaries acting in good faith, clarifying that the removal or disabling of access to synthetically generated content based on reasonable efforts or user grievances will not affect the exemption available under the safe harbour under Section 79 of the Information Technology Act, 2000.

Additionally, the Rules introduce due diligence requirements for intermediaries that provide computer resources enabling, permitting, or facilitating the creation or modification of synthetically generated information. Such intermediaries are required to ensure that all synthetically generated content is permanently labelled or embedded with a visible or audible metadata identifier in a prominent manner. The identifier must cover at least ten percent of the surface area of any visual display or, in the case of audio content, the initial ten percent of its duration. Intermediaries are prohibited from modifying, suppressing, or removing such labels or identifiers. 

Some additional obligations have also been prescribed for SSMIs. These platforms require to obtain user declarations indicating whether uploaded information is synthetically generated, verify users’ declarations through reasonable and proportionate technical measures, and ensure that synthetically generated information is clearly and prominently displayed with a visible label or notice. Further, SSMIs are obligated to act promptly upon becoming aware that synthetic content has been displayed or published without the required declaration or label. SSMIs are also required to ensure reasonable measures have been taken to confirm that no synthetically generated information is published without the necessary declaration or label and to act promptly if such content appears without compliance. An intermediary that knowingly allows or fails to address the dissemination of undeclared synthetic content will be considered to have failed in exercising due diligence under the Rules.

Disclaimer: Views, opinions, interpretations are solely those of the author, not of the firm (ALG India Law Offices LLP) nor reflective thereof. Author submissions are not checked for plagiarism or any other aspect before being posted.

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