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Navigating the New Frontier: India’s Digital Media Ethics Code in the Age of Synthetic Information

published on 13 November 2025 | reading time approx. 3 minutes

The (Indian) Ministry of Electronics and Information Technology (MeitY) has notified amendments to Rule 3(1)(d) of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, called the IT Rules, 2021. The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2025 amendments strengthen the due diligence obligations of intermediaries under the Information Technology Act, 2000.

In an era where artificial intelligence blurs the lines between real and fabricated content, regulating digital media ethics has become an urgent need. India’s MeitY recently published draft amendments aimed at addressing the challenges posed by synthetically generated information or, content artificially created or altered using computer algorithms that appear authentic. This move marks a significant step in evolving the country’s legal framework to keep pace with technological advancements and ensure responsible digital communication.

What is Synthetically Generated Information?

The draft rules add a new legal definition that captures the essence of synthetic information. According to the proposed amendment, synthetically generated information includes any artificial or algorithmically created, modified, or altered content that appears authentic or true. This could encompass a wide array of media, including AI-generated videos, images, audio, and text that mimic real-world communication but are fabricated or manipulated.

This is a timely intervention as such content increasingly shapes public opinion and can be weaponized for misinformation, defamation, or other unlawful purposes. By explicitly recognizing synthetic media within the legal framework, the rules aim to create clarity and accountability.

Responsibilities Placed on Intermediaries

Key to the proposal is how online intermediaries such as social media platforms, messaging apps, content hosting services must exercise due diligence regarding synthetic content. Platforms offering tools enabling the creation or modification of synthetic information are required to ensure every such content carries a permanent label or metadata identifier. This label must be visibly displayed or audible, covering significant portions (at least 10 percent of surface area in case of a visual or at least 10 percent of audio clip), making it unmistakable that the content is synthetic.

Importantly, these intermediaries cannot allow users to modify or remove this label, ensuring transparency and protecting users from inadvertent deception. This approach acknowledges the critical gatekeeping role intermediaries play in moderating digital ecosystems.

Verification and User Declarations

The amendments go further by mandating that social media intermediaries require users to declare if content they upload is synthetic. These platforms must deploy reasonable technical measures, including automated tools, to verify the accuracy of these declarations. If verified as synthetic, the content must display a clear, prominent label indicating its nature.

This layered responsibility framework encourages proactive monitoring and user honesty, fostering an environment where synthetic media is clearly identifiable and managed responsibly.

Balancing Innovation and Ethics

While the rules aim to curb misuse, they also implicitly recognize the legitimate role and creative potential of synthetic media. AI-generated content holds transformative possibilities in entertainment, education, advertising, and more. By establishing clear labelling and transparency norms rather than banning synthetic content outright, the amendments encourage innovation with ethical guardrails.

Public Engagement and the Path Forward

The MeitY sought public feedback on these draft amendments, reflecting a consultative approach to digital regulation. In fact, recognizing diverse stakeholder perspectives, the deadline for comments was extended to November 13, 2025, indicating the complexity and importance of this regulatory evolution.

For citizens, creators, and platforms alike, these changes signal evolving responsibilities in the digital age. Users must remain vigilant and critically assess the content they consume, while platforms balance innovation with accountability.

A Digital Ethics Milestone

India’s initiative to amend the IT Intermediary Guidelines in relation to synthetically generated information marks a pioneering effort to confront the challenges of artificial media head-on. These rules could set a benchmark for other jurisdictions grappling with similar technological disruptions.

In this rapidly changing digital landscape, fostering transparency, protecting users from deception, and supporting ethical innovation are paramount. The journey toward responsible digital media ethics continues and regulatory frameworks must evolve in tandem with technology to safeguard trust in the virtual world.

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