Creative industry flags MeitY’s 10% AI label rule as overreach

The creative industry is seeking exemption from the blanket rule requiring AI-generated content on social media to display labels covering at least 10% of screen space or duration, which is aimed at preventing deepfakes and misinformation.

The industry is arguing it could severely disrupt legitimate AI use in films, animations, VFX and communications, and is urging carve-outs for B2B and non-deceptive use, alternative disclosures for long-form content and a phased pilot to validate practicality before full roll out.