X has rolled out “Made with AI” labels. This feature allows users to voluntarily disclose when their posts contain artificially generated or manipulated content, including text, images and videos.
The feature was first spotted by an independent app researcher, Nima Owji. This feature from X follows the recently announced deepfake rules, which mandate that platforms flag synthetically generated content to help users distinguish real content from AI-generated content. It is important to note that these labels are voluntary self-disclosures by users, not platform-mandated notices embedded in content as required under Indian regulations.
Some Background:
In October 2025, the Ministry of Electronics and Information Technology (MeitY) proposed amending the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, to formally regulate deepfakes and other AI-generated content.
Later, on February 10, 2026, the IT Ministry formally notified amendments to the IT Rules, 2021, bringing “synthetically generated information” (SGI), including deepfakes, squarely within the purview of the IT Rules, a legal framework to regulate online content and intermediaries. The notification said February 20, 2026, is the deadline to comply with the new rules.
However, several social media platforms have yet to fully implement this feature. At the time of writing this report, there’s no clear evidence that major rivals such as Facebook, Instagram, or YouTube have fully implemented the labelling and verification systems for AI-generated content intended by MeitY.
What are the obligations of social media platforms?
Rule 4(1A) of the notified rules requires significant social media intermediaries to implement the following compliance checks before they publish content online:
- User declaration on whether the content qualifies as AI-generated or SGI;
- Deploy appropriate technical measures, including automated tools to verify the accuracy of that declaration.
- Ensure that content identified as SGI is clearly and prominently labelled.
The rule retains the standard that an intermediary may be found in breach of due diligence if it “knowingly permitted, promoted, or failed to act upon” non-compliant content. Once it is aware of the AI-generated content, it must take appropriate actions, including:
- disabling access to the content,
- suspending or terminating the relevant user account without vitiating evidence,
- disclosing the user’s identity to a victim-complainant in accordance with applicable law, and
- reporting the matter to authorities where mandatory reporting obligations apply.
What is the policy of X on deepfakes?
X’s Help Centre, last updated in April 2025, says users may not engage in inauthentic activity that undermines the platform’s integrity.
The policy bars:
- Fake personas, including the use of AI-generated or…
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