Eye on deepfakes, Centre for labelling of AI content on social media platforms, Pg15.

Key Highlights:

• The Centre has proposed draft rules mandating the labelling of AI-generated content on social media platforms to combat the misuse of deepfakes.
• Social media platforms must seek declarations from users about whether uploaded content is synthetically generated.
• Platforms allowing AI content creation must label it prominently with metadata or identifiers, including the initial 10% of audio content.
• IT Minister Ashwini Vaishnaw emphasized the importance of users knowing whether content is synthetic or real to combat misinformation.

Detailed Insights:

• The draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 address the potential of generative AI to create convincing falsehoods.
• Failure to comply with the labelling rules may result in platforms losing legal immunity from third-party content, increasing their responsibility for content verification.
• The draft defines synthetically generated information as artificially created content that appears reasonably authentic.
• Recent incidents of deepfake videos going viral, such as the Rashmika Mandanna case in 2023, highlighted the need for regulation.
• China has also implemented AI labelling rules, requiring visible symbols for AI-created content and platform monitoring.

Key Concepts Involved:

• Deepfakes: Digitally altered media used to spread false information.
• Metadata: Data providing information about other data.
• Generative AI: Artificial intelligence capable of generating new content.