The Indian government, through the Ministry of Electronics and Information Technology (MeitY), proposed amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules on October 22, 2025, making it mandatory for social media users and platforms to label AI-generated or synthetically altered content. This move comes amid a surge in non-consensual deepfake videos targeting women, including celebrities like Rashmika Mandanna and Aishwarya Rai, which blend seamlessly into feeds on Instagram and X, eroding privacy and consent while spreading misinformation at scale. The rules aim to empower users to distinguish real from fake, with platforms required to verify declarations and apply visible markers, addressing a crisis where 90% of deepfake victims are women.