As the world races to harness the power of artificial intelligence, the challenge remains — can technology outpace the deception it creates?
The Indian government is preparing to take a firm stance against the growing menace of deepfake videos and AI-generated fake content rapidly spreading across social media platforms.
To tackle this escalating challenge, the Center has proposed significant amendments to the Information Technology (IT) Rules, making it mandatory to label and identify all AI-generated content clearly.
According to the draft proposal, the rise of generative AI tools has made it alarmingly easy to produce misleading information, fake videos, and manipulated audio clips that can distort facts, harm reputations, and even influence elections.
The primary aim of the proposed changes is to ensure transparency, traceability, and accountability in digital platforms that host such content.
The Ministry of Electronics and Information Technology (MeitY) stated that the recent proliferation of deepfake videos demonstrates how AI can fabricate a person’s speech or actions, creating a false narrative that appears authentic.
Such content not only misleads the public but can also lead to reputational damage, election interference, and online fraud.
Under the proposed rules, social media platforms with over 5 million (50 lakh) users will be obligated to verify whether uploaded content is artificially generated.
They must deploy advanced technical tools to detect manipulated media and prominently tag or label AI-generated content.
Furthermore, the revised IT norms stipulate that any order to remove illegal or harmful content can only be issued by senior officials, such as a Joint Secretary or above, or by a Deputy Inspector General (DIG) or higher-ranked officer in police-related cases.
Global Perspective: Superpowers Also Grapple with Deepfakes and AI Fraud
India is not alone in this battle. Around the world, even the so-called technological superpowers — the United States, China, and Russia — are struggling to contain the surge of AI-driven misinformation and cyber fraud.
In the United States, deepfakes have already infiltrated political campaigns and online scams.
The U.S. Federal Trade Commission (FTC) and several state governments are now working on AI transparency laws, requiring digital content creators to disclose if a video or image was generated or altered by artificial intelligence.
Big Tech firms like Meta, Google, and OpenAI are also introducing “content authenticity initiatives” to watermark or tag AI-generated material.
China, known for its strict internet controls, implemented a Deep Synthesis Regulation in January 2023, which mandates that all AI-generated media must be clearly labeled and traceable to its source.
Chinese tech giants like Tencent and Baidu use AI-detection algorithms and blockchain verification systems to identify manipulated content before it goes public.
Despite such measures, the country continues to face challenges in curbing AI-powered online scams and bank account fraud, which have cost citizens millions.
Russia, too, is facing a sharp rise in AI-driven propaganda and fake videos used for disinformation campaigns.
The Kremlin has strengthened its cybersecurity infrastructure and enacted laws that penalize the spread of fake news, but experts warn that the nation’s sophisticated AI capabilities also pose ethical concerns.
Cyber fraud — particularly bank account phishing through fake calls and deepfake-generated voice scams — remains a persistent issue.
The Growing Threat of AI-Driven Cybercrime
Across the globe, AI is being weaponized for cyber fraud, from impersonating bank officials in video calls to generating realistic fake IDs.
In 2024 alone, global losses from AI-based financial scams were estimated at over $25 billion, highlighting the urgent need for international cooperation and technological advancement in combating this threat.
India’s Way Forward
By proposing clear labeling of AI-generated content and setting accountability mechanisms for digital platforms, India aims to strike a balance between technological innovation and public safety.
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