The ministry directed all intermediaries to ensure clear labelling and traceable metadata for AI-generated content. The Ministry of Electronics and Information Technology (MeitY) has reduced the deadline for social media platforms to remove “unlawful information” from 36 hours to three hours after receiving a valid notice from either the government or a court. The government revised the IT rules in February. (Pexel)In a bid to tackle the growing threat of deepfakes and AI-generated videos, the ministry directed all intermediaries to ensure clear labelling and traceable metadata for such content so that users can “easily identify synthetically generated material and prevent deception or misuse”. The directions are a part of the IT rules that were amended in February. “Intermediaries are required to ensure clear labelling and traceable metadata for permissible AI-generated content, so that users can easily identify synthetically generated material and prevent deception or misuse,” the revised rules said. Follow the latest breaking news, major developments and agenda-setting stories from India and around the world with the newsdesk at Hindustan Times. Operating round the clock, the desk brings together experienced editors, reporters and correspondents to deliver fast, accurate and contextual reporting across subjects that influence public policy, governance, business, society and international affairs.