MeitY to drop 10 % deepfake label for film & advertising

The ministry of electronics and information technology (MeitY) is set to exempt the film, advertising, and allied creative sectors from the 10% mandatory labelling rule in its draft deepfake regulations, official sources told Fe. This move comes after a series of consultations and feedback from stakeholders in these industries, and will provide them a much-needed reprieve. The industry had raised concerns about the impact of the proposed rule on creative freedom and production workflows.