Summary of this article
Govt updates AI rules requiring labels, metadata tracking for synthetic content.
Platforms must remove unlawful AI content within three hours of notice.
Deepfakes, impersonation and harmful AI misuse face stricter platform obligations.
The government has tightened its rules to deal with risks linked to artificial intelligence (AI) created content that includes deepfakes and other synthetic content. The updated framework focuses on helping users identify AI-created content which makes platforms more responsible.
According to the Ministry of Electronics and Information Technology (MeitY), the changes to the Information Technology Rules, 2021 are aimed at dealing with growing concerns around synthetic content, including deepfakes and other AI-generated material.
How New Rules Will Help Users Identify AI-Generated Content
Under the updated rules, platforms will have to clearly label permitted AI-generated content and maintain traceable metadata. This will help users understand whether a piece of content has been created using AI in order to bring more transparency to online platforms.
The framework also requires platforms to inform users about the legal implications of creating or sharing unlawful AI-generated content and strengthens due diligence requirements for social media intermediaries.
Timeline For Removal Of Unlawful Content Reduced
The amendments reduce the timeline for intermediaries to act on unlawful information after receiving valid and reasoned intimation from the appropriate government or a court order. The removal timeline has been reduced from 36 hours to three hours.
The grievance redressal timelines have also been revised. General user complaints will need to be addressed within 36 hours, compared with the earlier 72-hour timeline. For sensitive categories, such as nudity and impersonation, complaints will need to be resolved within two hours, compared to the earlier 24-hour timeline.
Coverage Of Deepfakes And Harmful AI Content
The updated rules cover harmful AI-generated content, including deepfakes, AI-enabled impersonation, child sexual exploitation material, and non-consensual intimate imagery. Platforms are required to take appropriate measures to prevent such content and act when such material is detected.
Significant Social Media Intermediaries (SSMIs) will also have to make reasonable efforts to deploy technical measures that include automated tools to identify and limit the spread of unlawful synthetic content. This includes content involving rape, child sexual abuse, or material identical to previously removed unlawful content.
Intermediaries that fail to meet obligations under the IT Rules, 2021 may lose the protection available under Section 79 of the Information Technology Act, 2000.
People can report cases related to deepfakes, financial fraud and misuse of online content through the National Cyber Crime Reporting Portal. The portal also provides support for cybercrimes involving women and children. Users can also contact the cybercrime helpline number 1930 for assistance.
