New Delhi: The government’s latest Information Technology Amendment Rules, 2026 have introduced a novel layer of protection for AI-generated content: permanent metadata, which makes it impossible to hide the origin of AI-created images, videos, or audio.
While visible watermarks can be cropped and audio disclaimers edited out, the new rules ensure that every AI creation carries an indelible digital signature embedded in the file itself. This metadata, often described as a file’s “digital DNA,” allows content to remain traceable even when shared, downloaded, or reposted across platforms.
The “Unerasable Mark”
Under Rule 3(3), any platform or tool that creates or modifies “synthetically generated information” must embed a unique identifier and permanent metadata into the file. Unlike visible captions or logos, this embedded data cannot be removed and travels with the content wherever it goes.
Tracing the Source
The primary purpose of permanent metadata is traceability:
- Identifying the Resource: Investigators can pinpoint the specific AI platform or model used to generate or alter content.
- Technical Provenance: The rules require a ledger of the content’s history, documenting who created it, when, and with which tools.
Strict No-Tamper Clause
Platforms are prohibited from providing any tools that allow users to remove or suppress metadata. Violating this provision results in the loss of safe harbor protection, holding platforms legally accountable for content posted using their services.
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10% Visibility Requirement
For visible labels, the government has set minimum standards to ensure clarity:
- Visual Content: Labels must cover at least 10% of the visual area.
- Audio Content: Disclosures must play for at least 10% of the clip’s duration.
Why It Matters
The unerasable metadata system ensures that AI-driven misinformation can no longer hide behind anonymity. Viral fake videos or manipulated media of public figures can now be traced, enabling quick takedowns and potential criminal action under the Bharatiya Nyaya Sanhita, 2023.
For ordinary users, this move brings greater transparency: whether through visible tags or invisible digital signatures, the truth is now embedded directly within the file itself, ending the guessing game about a content’s authenticity.