India targets deepfakes and AI-generated content: key changes under MeitY's amendments
A global law firm's plain summary of India's new labelling obligations.
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What are the legal, copyright, and disclosure rules for AI-generated marketing content?
Three layers to know: India's amended IT Rules now require synthetically generated content to be clearly and prominently labelled, with platforms rolling out 'Made with AI' tags; in the US, the FTC bans AI-generated fake reviews and testimonials and New York now requires disclosure of synthetic performers in ads; and pure AI output gets no copyright protection, only your human-authored contributions do. The practical rules: label realistic synthetic humans, never fake a testimonial, keep records of your creative input, and own your reference assets.
Go deeper
18 resources.
X Rolls Out 'Made with AI' Labels as India Tightens Deepfake Rules
India's best tech-policy outlet on how the rules land on the platforms you post to.
Open medianama.com →IT Rules Deepfake Regulation: Three Hour Takedowns and AI Labelling Obligations
The compliance detail: takedown windows, metadata requirements, safe harbour risk.
Open mondaq.com →Deepfake Regulation India: MeitY's Comprehensive IT Rules Amendment
Indian IP firm's walkthrough of what counts as synthetically generated information.
Open khuranaandkhurana.com →Regulation of AI-Generated/Deepfake Content and SGI in India: New Rules
A second Indian legal read for cross-checking obligations before a campaign.
Open vaishlaw.com →India Tightens Rules on Deepfakes and AI-Generated Content
Regional legal-press summary that is easy to share with your team.
Open law.asia →First-in-the-nation law requiring disclosure of AI synthetic performers in ads
The primary source on the US disclosure law most likely to spread to other states.
Open governor.ny.gov →New York Enacts Landmark AI & Right of Publicity Laws
Top-tier firm analysis of what the synthetic-performer law means for advertisers.
Open debevoise.com →AI Disclosure Requirements: Navigating State Laws And Platform Rules
One map covering both regulators and the Meta/TikTok labelling rules you'll hit first.
Open adexchanger.com →AI Disclosure: Recent Developments and Practical Steps for Brands and Influencers
Turns the rules into an actionable checklist for a small marketing team.
Open dynamisllp.com →AI-Generated Advertising: Key Legal Considerations for Retailers
Retail-specific risk framing: claims, likenesses, and IP in commerce ads.
Open hunton.com →AI-Generated Content and Copyright Law: What We Know
The clearest founder-level explanation of why pure AI output isn't yours to copyright.
Open builtin.com →AI, Advertising & the Right of Publicity
The likeness-rights layer: when your AI actor looks too much like a real person.
Open bloomberglaw.com →Legal Issues in Using AI-Generated Content for Business Marketing
Small-business framing of the same risks, without the enterprise legalese.
Open cummings.law →FTC Announces Final Rule Banning Fake Reviews and Testimonials
The rule that makes AI-generated testimonials a five-figure-per-violation mistake.
Open ftc.gov →FTC Announces Crackdown on Deceptive AI Claims and Schemes
Signals how aggressively the FTC reads AI-washing and synthetic content.
Open ftc.gov →FTC: Artificial Intelligence (guidance hub)
The living index of US AI-advertising guidance, bookmark it.
Open ftc.gov →FTC's New Rule on Fake and AI-Generated Reviews and Social Media Bots
Law-firm translation of the review rule into what marketers can and cannot do.
Open datamatters.sidley.com →More in Video, Image & Audio
- How are founders making product demos, ads, and social video with AI (Veo, Sora, Runway, HeyGen, ElevenLabs)? 18 →
- Why can a solo founder now do what needed an agency? 17 →
- What's the realistic quality bar, what works and what still looks fake? 18 →
- Which AI video tool should I actually use, and for what job? 17 →
- How are founders using AI avatars and UGC-style actors instead of hiring creators? 19 →
- How are founders using AI voice, music, and audio (ElevenLabs, Suno, NotebookLM)? 17 →
- How do founders create product images, brand visuals, and logos with AI? 17 →
- What does AI video and image actually cost, and what's a sensible starter stack on a founder budget? 13 →
- How do you write prompts that actually get usable AI video and images? 16 →
- How do you keep characters and brand look consistent across AI-generated scenes and assets? 16 →
- How do founders dub and localize video into Indian and global languages with AI? 14 →
- How do founders turn one long recording into weeks of short clips? 14 →
- Do AI-made ads actually perform, or is it hype? 14 →
Also in Starting Up
The same ground, over in Brand, web & content, our Starting Up track.
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