India requires labels and traceability for synthetic content
New intermediary rules targeting deepfakes and AI-generated content are already in force.
Background
India's Information Technology Amendment Rules 2026 were notified on 10 February 2026 and came into force on 20 February, introducing specific obligations for synthetically generated content.
Three key points
1. What the rules cover. The rules regulate synthetically generated information, defined as AI-generated or deepfake content. They mandate labelling of synthetic content and require traceability, meaning the origin of synthetic content must be traceable through the intermediary chain. Compliance timelines for intermediaries generally are also tightened.
2. Deepfakes and legitimate enhancement are treated differently. Law firm analysis notes that the rules distinguish between deepfake manipulation of a person's appearance or voice and legitimate digital enhancement for creative or editorial purposes. The boundary may require guidance or enforcement to become clear in practice.
3. Intermediary liability is engaged. The rules place obligations on intermediaries, meaning platforms and distribution services, as well as content creators. Platforms hosting AI-generated content need to consider whether their systems for identifying and labelling such content are adequate.
Why this matters
India is one of the world's largest digital advertising markets, and its rules on synthetic content are already in force. Global campaigns using AI-generated imagery, voice or video and distributing through Indian platforms need to check labelling and traceability obligations. Local counsel review is advisable given the rules are recent and enforcement guidance is limited.
Sources: Vaish Associates.
