Regulating AI-Generated Content
Context:
In response to the "growing misuse of synthetically generated information, including deepfakes," the Indian government has proposed draft amendments to the Information Technology (IT) Rules, 2021.
Key Provisions of Draft Rules:
Social media platforms must require users to declare if their uploaded content is "synthetically generated"
Platforms must label such content.
The label must cover at least 10% of the surface area for visual content and the initial 10% of the duration for audio content.
Platforms must deploy "reasonable and appropriate technical measures" (for example automated tools) to verify the accuracy of user declarations.
Any failure to comply may result in the platform losing its legal immunity ("safe harbour") from third-party content.
Global Approaches:
The EU's AI Act also mandates labelling of synthetic content
China requires clear labels (such as visible symbols or hidden watermarks.)
Denmark is uniquely proposing legislation to give citizens copyright over their own likeness.
Coalition for Content Provenance and Authenticity (C2PA)
The C2PA is an industry-led effort to combat misleading content.
It is a non-profit project that unites the efforts of "The Content Authenticity Initiative (CAI)" and "Project Origin"
Its exclusive focus is to develop open, global technical standards to certify the source and history (or provenance) of media content.
This helps creators, publishers, and consumers trace the origin of digital media at scale.
Goal:
The C2PA promotes the global adoption of these digital provenance techniques across devices, systems, and social media platforms.